Social Media Review: Ultra Music Festival

More like ULTRA cheesy social media (hate myself only a little bit for making that joke).

As part of my Capstone, I plan to review and analyze different music festivals’ social media presence and content.  Up first: Ultra Music Festival in Miami, Florida.  Catering to a specific crowd (since Ultra is an electronic dance music festival), I predicted that Ultra’s social media following would be large, but still scaled back.  Looking at Ultra’s official Facebook, Twitter, and Instagram, I could not have been more wrong.  Check out their social media following:

Clearly, there are more EDM fans than I originally assumed.  I’m extremely impressed with the music festival’s social media following, but its content?  Not so much.  Sure, Ultra posts awesome, trippy, FOMO-worthy pictures of stages with amazing production and attendees that are having the time of their life (but are also half-dressed in different variations of neon colors — this is a whole other topic though), but Ultra’s Facebook posts/tweets/Instagram captions are pretty weak and a little bit cringeworthy.  HOWEVER, the posts do cater to the majority of the music festival’s fans.  This is definitely evident through the high levels of engagement with posts, including shares, replies, retweets, favorites, and likes.

Screen Shot 2015-05-03 at 12.45.00 PM

Screen Shot 2015-05-03 at 12.46.03 PMScreen Shot 2015-05-03 at 12.47.22 PMScreen Shot 2015-05-03 at 12.57.05 PM


  • Ultra does an excellent job at hyping up fans by posting countdown visuals, video recaps from previous years, and sensory-stimulating photos.
  • Catering to its audience, Ultra posts retweet-able or sharable content (although I would never personally retweet something that said “Ultra > anywhere else” or “Find love at ULTRA” with a picture of two neon-clad attendees kissing).
  • Across all social media accounts, Ultra’s “voice” remains consistent whether it is through picture captions or general posts.
  • Ultra makes good use of photos and videos.  By posting plenty of multi-media content, Ultra basically encourages attendees to view and share the content.
  • Ultra posts consistent reminders about tickets and security regarding the festival.  According to an article that studied festivalgoers’ use of Twitter during the Glastonbury 2013 music festival, researchers found that festivalgoers often used Twitter to coordinate locations and ask festival staff technical questions (Jamison-Powell et. al., 2014, p. 2).
My friend Erica's hilarious reaction to Ultra's social media content -- can't say I disagree with her though!

My friend Erica’s hilarious reaction to Ultra’s social media content — can’t say I disagree with her though!


  • Ultra’s social media “voice” could use some work.
  • Looking at Ultra’s Twitter, they do engage and reply to some followers, but overall, it is not as responsive.  Ultra does, however, retweet users quite frequently.  During the music festival, Ultra should be retweeting and responding to attendees since festival attendees often use social media to “mediate and support their experiences” (Jamison-Powell et. al., 2014, p.4).
  • Its content can often get repetitive and almost stale.  One can only see so many pictures of a stage with crazy lights and caption like: “Let the lights do the talking…”
  • There were no signs or announcements to tag photos or tweets with a specific hashtag (i.e. #Ultra2015).

All of this being said, I attended Ultra this year so I was able to witness all of this firsthand.  When I had a question about something, I did not once turn to social media to ask festival organizers a question.  Besides the weak content, the music festival could really work on its day of show social media plan.

Overall score (1-10, 10 being the best): 7  Ultra’s lack of engagement and response really take away from its score.

Stay tuned,


Jamison-Powell, S., Mahoney, J., Bennett, L., & Lawson, S. (2014, February). Understanding in-situ social media at music festivals. Paper presented at 17th ACM conference.


Lollapalooza Snapchat

Lollapalooza?  More like Lollapawinna!

This comes as perfect timing since my last blog post was about Snapchat.  Along with Insomniac Events, I follow various different music festivals and production companies on Snapchat.  Since about a year ago, I began following a Lollapalooza Snapchat account since I wanted to see if they would post exclusive content similar to Insomniac Events.  Also, because I had major FOMO and wanted to imagine I was there.  However, I never got any updates via @Lollapalooza since the music festival had its own “Live Story” on Snapchat.  So almost a full year later, you can imagine my confusion as I saw multiple “Story” updates on @Lollapalooza yesterday.

So obviously DJ Mustard!

So obviously DJ Mustard!

Money Sucks, Friends Rule = Dillon Francis' new album

Money Sucks, Friends Rule = Dillon Francis’ new album

The War on Drugs -- LOL this one gives me a kick.

The War on Drugs — LOL this one gives me a kick.


The “Story” snaps didn’t make any sense to me.  At one point there was a line of various pens, a printer printing out a picture of Italy with a section of it highlighted, and then a bunch of twigs scattered against a blue background.  After three weirdly confusing snaps, I realized that Lolla might be revealing their lineup via Snapchat clues!  I looked on their official Twitter and Facebook for signs of an announcement that they would be revealing their lineup via Snapchat, but I saw nothing.  I wasn’t event sure if @Lollapalooza was the music festival’s official Snapchat account.  I did some more digging and found a thread on Reddit that was being updated every time a new snap was sent out — it all made sense.  The user pointed out that the printer printing a picture of Italy was supposed to be Florence & the Machine.  The pens?  There were 21 pilot pens — Twenty One Pilots.  The twigs — FKA Twigs.

I had no idea if this was actually part of the lineup or not until I saw the official lineup today.  After a quick scan, it looks like all of the artists revealed via Snapchat are listed on the official lineup.  Well played, Lolla, well played!

Lolla Official Lineup


There was still no mention of the early Snapchat clues so I guess we’ll never know for sure if @Lollapalooza is officially affiliated with the music festival, especially since Snapchat is the only social media not listed at the bottom of the Lollapalooza website.  Nonetheless, I’m a fan of lineup reveals via Snapchat — the fact that you have to be following them to get the updates AND the clues are fleeting add up to make Snapchat clues really cool and innovative.

Stay tuned,


Oh Snap, Snapchat!

I’m a huge fan of Snapchat when it comes to brand building.

I first came across brands utilizing Snapchat when I began to follow Insomniac Events, a music festival/event production company responsible for Electric Daisy Carnival among other festivals, on Snapchat.  I was so impressed by how the company used Snapchat to give fans behind-the-scenes fleeting content, making it that much more exclusive- as if a selfie from popular DJs, like Hardwell, wasn’t intimate enough.

EDC SnapchatHardwell Snapchat Andrew Rayel Snapchat

With Snapchat being at the meteoric level it’s at right now (can you say 0 to 100 real quick?), I now follow many brands on Snapchat.  Cosmopolitan (@CosmoMag) is a personal favorite of mine.  The trendy, girl-power magazine uses its Snapchat to further extend its social media “voice” through silly memes, pictures, and clips.  What I also love most about Cosmo’s Snapchat is their use of it to show the office environment.  By doing this, Cosmo is gradually building its brand personality.  I almost feel like I can describe Cosmo to someone using traits I would use to describe an actual person rather than a magazine.


After witnessing all of these brands take part in the Snapchat movement, I made it my personal mission to establish RUPA’s presence on Snapchat.  This past summer as I gradually ascended into my role as “Director of Marketing,” I immediately used Snapchat as a way to build RUPA’s “voice” and give students a behind-the-scenes look at what we actually do in preparation for events, which include comedy shows, concerts, Broadway trips, lectures, etc.  On the day of the event, I would absolutely stress to my Marketing Assistant Directors (MADs) the importance of using Snapchat to document set-up, RUPA council members hanging out, doors opening, artists performing, clean up, etc.  Post-event, we started a tradition by asking the artist/guest to take a selfie on our Snapchat account to add to our “Story” for all to see.  Seeing the amount of times the selfies have been screenshot is always cool!  While we do a great job at day of show Snapchats, I would love to build the presence of day-to-day RUPA Snapchats (similar to Cosmo’s strategy) to convey RUPA’s brand personality.

     RUPA Snapchat     Wayans Snapchat

With all of Snapchat’s new features, including live stories, geofilters, and “Discover,” brands should take serious advantage of Snapchat’s capabilities and audience reach.

Stay tuned,


RUPA Presents: Beats on the Banks ft. A-Trak

Since I will often talk about various music festivals, why not talk about Rutgers’ mini-version of a music festival?

Today, RUPA announced the headliner for Rutgers’ spring concert, Beats on the Banks, via short YouTube video.  Last year, the Director of Marketing decided to use daily visual clues to reveal the headliner, DJ Snake (i.e., a photo of snake eyes dice).  This year, I wanted to keep it simple but different.  I had just bought my Firefly tickets and watched their lineup video on YouTube.  Immediately after I watched the video, I knew I wanted to reveal the headliner via video announcement using b-roll from past Beats on the Banks shows.  To further support my decision to use a video announcement, an article I read about how to incorporate social media into event marketing confirmed that “teaser videos are great way to quickly generate interest and can be shared on any social platform” (Carter, 2015).  I also knew that posting the video on Facebook would make it more likely to appear on peoples’ timelines due to Facebook’s algorithm.

RUPA BOTB Announcement

Check out the engagement on our official announcement post!

Since it is just an announcement video, I requested that the video be somewhere between :30-:45.  The Student Life Media Team hustled to make the video in a matter of a few days since tickets go on sale in about 2 weeks (on Monday, March 23rd at 2pm via  The video perfectly showcases the experience of Beats on the Banks in just a few seconds.  I am completely in love with the video and almost wish I wasn’t going to Coachella Weekend 2 to experience this year’s Beats on the Banks.  Also, I’ve watched the video close to 50 times already.


Stay tuned,


Carter, T. (2015, March 5). 14 tips to incorporate social media into event marketing. Retrieved March 5, 2015, from Marketing Land website:

Relaunch of Rox and Roll

*Play while reading blog post*

Welcome to the relaunch of Rox and Roll! Originally, this blog was created solely for my Strategic Presentation Methods in Digital Media class (read: #tbt), but I chose to continue the blog with supplemental posts long after the class had ended. A couple months after the class had already ended, my blog posts fizzled out slowly as I pursued many other professional endeavors.

A couple weeks ago, as I was sitting in my Capstone class, I was asked to think of a subject for my final culminating senior project that would conclude my minor in Digital Communication, Information, and Media — I remembered Rox and Roll. Now, more than a year after Rox and Roll was started, I find myself typing this revival blog post. Given how much I enjoyed blogging, I have chosen to document my Capstone topic via Rox and Roll.

For my Capstone project, I will be utilizing my position in the Rutgers University Programming Association (RUPA) as the Director of Marketing (a small promotion from when I first started the blog) to plan the music portion of a festival-like event, which will feature free food, fun activities, and an arts-and-crafts section. I will be responsible for all planning and contracting of artists, all of whom will be local/New Brunswick/DIY bands. In addition to the planning of the concert, I will be responsible for promotion surrounding the event. I will often post about ideal social media promotion methods and real-world executions of these practices. Everything- struggles, plans, thoughts, success- will be documented on Rox and Roll. And, of course, all experiences and encounters with music, both good and bad, will be blogged about.

I said it in my inaugural post on Rox and Roll, and I’ll say it again: Rox and Roll is a blank canvas. So stick around as I resume my amateur writing.

Stay tuned,