The Summer Smash Music Festival

BRIEF

The Summer Smash is an annual multi-day Music Festival held in Chicago, IL hosting more than 80 performing artists and 20,000 daily attendees. Owned and operated by Chicago-based music empire Lyrical Lemonade and SPKRBX, The Summer Smash books hip-hop/rap artists – from mainstream names like Kodak Black, Playboi Carti, and Tyga, to breakthrough artists like Juice WRLD, Ski Mask The Slump God and NLE Choppa, many of which skyrocketed their careers through Lyrical Lemonade and their fans. Established in 2018 as a one-day, 10,000-attendee sold-out festival, and with 2019’s festival quadrupling in size by selling out two-days of 20,000 attendees per day, The Summer Smash already shows a huge amount of potential for becoming one of the city’s largest music festivals in the near future.

I was responsible for designing social media campaign assets—for the festival’s account (@thesummersmash), each performing artists’, and ones to be used by attendees—as well as presentation decks, various promotional materials, and the fan-favorite trading cards.

TRADING CARDS

2018 Festival Cards

2019 Festival Cards

To provide festival-goers with a unique and memorable souvenir, we came up with the idea of creating exclusive Summer Smash trading cards of each performing artists and gave them out for free. This created a nostalgic, one-of-a-kind experience that promoted fans to interact with each other, not only to exchange cards, but to meet and befriend new people through the love for their favorite artists. The cards were a huge hit, walking from one stage to another, I can’t remember a time where I wasn’t approached by someone asking if I had headliner Juice WRLD’s card, or see a group negotiating a trade for the legendary Lil B card. After the festival, people quickly began trading them via social media and selling them online – even seeing one pack go for $300. And then after posting a picture of the cards on the 2 million+ followers Lyrical Lemonade Instagram account (@lyricalemonade), the demand grew even more as the comments were filled with the likings of the artists themselves such as Ski Mask The Slump God, and those outside of the music industry like Gary Vaynerchuk, leaving our messages constantly flooded with people begging for them to be released to the public. Thus, with these cards, we’ve successfully created merchandise that has become an iconic part of each Summer Smash festival that attendees look forward to again and again each year.

Fan Photos

SOCIAL MEDIA

Snapchat Filters

Artist Post & Story Templates

Artist Promo Video Overlays

THE SUMMER SMASH x AUDIOMACK PLAYLIST

Official playlist featuring tracks from artists performing at The Summer Smash via audiomack sponsorship

COLLABORATION LOGO

PARTNERSHIP DECK