Creative Strategy and Execution for a Local Live Music Venue
Role: Creative Marketing Manager | Disciplines: Content Strategy, Event Marketing, Photography
Radio/East was a new live music venue trying to shed an old identity. For years, "Radio" meant coffee shop and bar in Austin's mind — not a music destination. Two audiences didn't know the truth: longtime fans of Radio didn't know it could do this, and the live-music crowd didn't know Radio/East existed. I owned the job of closing that gap — building and running the content operation that would reposition the brand, on a recurring live-event cadence with zero room for missed deadlines.
The Approach
I built and ran the full production pipeline end-to-end, from
pre-event planning through final asset delivery:
Production planning & readiness — Every show week ran on a repeatable cycle: pre-event prep (shot priorities, coverage plan, timing against the live set), on-the-ground execution, and a fixed turnaround window for recap content. With events happening on a near-weekly basis, staying ahead of the calendar rather than reacting to it was the job.
Real-time execution & delivery — Managed live in-the-moment posting during each show, requiring tight coordination between what was being shot and what was going out, on a compressed, zero-slip timeline.
Post-production workflow — Owned the pipeline from raw footage to finished asset: selects, edit, sign-off, and publish — turning same-night footage into short-form recap content with a fast, consistent turnaround so every event had a reliable second life online.
Cross-functional & external stakeholder coordination — Built and managed relationships with touring artists and their teams, coordinating approvals and encouraging reposts — effectively turning outside stakeholders into an extension of the venue's own distribution.
Highlights
Sustained, steady follower growth over 6 months, driven by a consistent operating rhythm rather than one-off pushes.
2,000+ new followers, 2.3M+ views, 165k interactions on brand content per 90 days
One recap asset scaled to 700K+ views and 60K+ likes, far outperforming typical venue content.
Secured organic validation from major touring artists (Courtney Barnett, Emperor), who reposted our content to their own following, expanding our reach and cementing Radio/East as a venue to know.
Shifted the venue's public identity from "coffee shop that hosts shows" to a recognized live-music destination — a direct result of a disciplined, repeatable content process.
Review
Running the content pipeline for Radio/East shaped how I think about creative work — not just the shooting, but the structure underneath it. I built a clear standard for what "ready" looked like before every shoot, developed a repeatable turnaround process so quality didn't depend on adrenaline or luck, and continually refined the workflow — fixing what broke instead of patching it week to week. I developed my own system for production readiness, tracking coverage plans, timing, and turnaround for every show, and set a clear internal definition of "done" for each asset — selected, edited, approved, delivered — holding myself to that standard consistently.
Coordinating with touring artists and their teams was some of the best training I've had in cross-functional leadership — holding a timeline with people who weren't reporting to me, and knowing where to push and where to flex. And the throughline across all of it was continuous improvement: every show cycle, I looked for what should become a checklist or a template, building a process that got sharper and more efficient over time rather than staying static.
