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Kaywon, musician and producer, came to Culture with the need for consistent branding and a full website redesign. The project consisted of web and graphic graphic, branding, and content strategy for social media. From his brand kit to campaign strategy for upcoming shows, this project showcased our skills with design, strategic planning, and user experience.

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Kaywon is a DMV rapper, producer, and engineer known for his creativity in music. He pioneered a blend of styles and skills to create an otherworldly alternative rap sound called “Nu Rap.” In discussing his style, we developed a profile of his listeners who we labeled Experiencers. These individuals, at their core, wish to feel like they are a part of the content creator's world, so we gave them glimpses into Kaywon’s life through potent visuals on the site and in his social content strategy.

In helping Kaywon rebrand himself toward his target audience, we recognized that there were some inconsistencies in how he represented himself and his predominant audience. First, we recognized that most of his audience were gamers and skateboarders – neither of these activities were common for Kaywon, thus resulting in a disconnect in the branding and target audience. Second, we noticed that although his audience were Experiencers, there were not enough opportunities given to his audience for them to show up and experience his artistry. There were no current upcoming shows available on the designated page or ticket links available for purchase despite having several booked shows within the next few weeks. Lastly, his website made it difficult for visitors to find the information they needed to become leads and loyal fans.

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We developed and executed a plan that included maximizing SEO, earned media, and  realigning Kaywon’s brand to appeal to his authentic audience, with opportunities for expansion into other niche online communities. We redesigned Kaywon’s website to include SEO keywords for his industry, a streamline to social media platforms, and enhanced visibility through development of press releases in tandem with his recent EP release. The traffic from circulating media on his behalf landed his brand multiple interviews with local D.C. and Maryland entertainment media publications. Likewise, we strategized and brainstormed on several approaches for increasing leads through social media, utilizing current trends, scheduling systems, and direct marketing his music to online audiences.

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