Afro Blue

Afro Blue is a niche music festival focused on Black music genres like soul, jazz, and blues, held in the stunning Jardín de los Zuloaga in Segovia. From day one, it captured the hearts of those who attended.

The challenge? Expanding its reach and attracting new audiences, despite being a lesser-known festival without mainstream headliners.

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We discovered that the key wasn’t to highlight the lineup’s exceptional musical curation, which truly is outstanding, but to convey the full experience of attending Afro Blue: a soulful weekend escape filled with music, good vibes, scenic views, and charming Segovia.

DEVELOPMENT

We put the following actions into motion to get started:

• Shifted the communication strategy from line-up focus to storytelling around the experience.
• Created content highlighting the weekend getaway vibe, from panoramic views to the energy of the crowd.
• Activated paid media campaigns with assets that showcased this immersive angle.
• Engaged loyal attendees to share their personal Afro Blue stories.

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In 4 months, the results spoke for themselves:

• First-ever sold-out edition of the festival.
• Successfully broadened the audience beyond the core niche fans.
• Increased awareness and ticket sales, despite being the first year without a headlining act.

Your project is one step closer to achieving better results. At Melboss, we have the experience and tools to make it happen. Working with us gives you immediate access to a powerful team that covers essential areas of performance, design, and content management, all led by a Project Manager.

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