Globe Star-owned property · Featured case study
Rise Up NYC
A free concert series across New York City — an entertainment property Globe Star owns, curates and produces. Brand strategy, the digital ecosystem, marketing and audience development, creative, event content and production strategy, at citywide scale.
- 12M+
- Social impressions
- 8M+
- People engaged across Instagram, Facebook and X
- +35%
- Engagement year over year
- 155,859
- Website visitors during the 2024 season
- 7,000+
- Creative layers and assets developed
2024 season reporting: social platforms (Instagram, Facebook, X) and the Rise Up NYC website report.
The challenge
One citywide brand for a free, multi-borough concert series.
A free concert series moving between boroughs has to feel like one program everywhere it lands — recognizable on a subway poster, on a phone, on a stage screen and at a park entrance. It also has to be genuinely accessible to the whole public it serves, and discoverable by people searching for a specific night and a specific artist.
Rise Up NYC is a free, multi-borough concert series in New York City — an entertainment property Globe Star owns, curates and produces. Across the 2024 season, Globe Star's work spanned brand strategy and creative, the digital ecosystem, marketing and audience development, artist and programming content, stage and event creative, and production strategy — coordinating artists and management, promoters, venues, engineers, production teams, sponsors, public-sector stakeholders and community partners.
Project facts
- Program
- Free multi-borough concert series
- Season
- 2024
- Location
- New York City
- Ownership
- Globe Star-owned entertainment property
- Globe Star role
- Brand, digital, marketing & production strategy
- Scope
- End-to-end entertainment execution
The marketing lens
Six disciplines, one program.
Brand strategy through live experience — the marketing work Globe Star owned across the 2024 season.
01
Brand Strategy & Creative
One cohesive citywide identity and creative system carried across print, digital, web, video and stage.
02
Digital & Web
An 80-page website with 200+ optimized, accessibility-prepared graphics, images and videos, reported at a 1.5-second load time.
03
Marketing & Audience Development
Campaign rollout across Instagram, Facebook and X that drove 12M+ impressions, 8M+ people engaged and a 35% year-over-year engagement increase.
04
Artist & Programming Content
Content built around a multi-genre roster spanning R&B, hip-hop, reggae, dancehall, soca, Latin and gospel.
05
Stage & Event Creative
20 stage backdrops and screens, 20 wayfinding signs, 11 parking-pass designs and 55 show-specific VIP, staff and press badges.
06
Production Strategy & Experience
Multi-borough production strategy and operational planning so each free event delivered the same standard.
See the impact
Rise Up NYC 2024 recap.
The season, as the city experienced it.
2024 recap film
The film isn't publicly hosted yet, so we're not going to embed a login screen here. Ask and we'll send it over.
Scope & deliverables
What the season required.
Verified deliverables from the 2024 season record.
80
Page website
Built, optimized and accessibility-prepared.
200+
Optimized site media
Graphics, images and video prepared for the site.
7,000+
Creative layers & assets
Across print, digital, web, video and stage.
20
Stage backdrops & screens
Show-specific stage and screen creative.
20
Wayfinding signs
On-site navigation across event footprints.
11
Parking pass designs
Access control for staff and production.
55
Event badges
5 show-specific badge designs for VIP, staff and press.
Accessibility
Built to WCAG 2.1 AA implementation standards.
- WCAG 2.1 AA implementation elements
- Contrast and legibility standards
- Alt text across site media
- Keyboard navigation
- ARIA labels
- Captions and transcripts
- Accessible form and error treatments
Culture & talent
Seven icons honored with the Entertainer's Key to the City.
A multi-genre season spanning R&B, hip-hop, reggae, dancehall, soca, Latin and gospel.
Key to the City
Keith Sweat
Key to the City
Patti LaBelle
Key to the City
Sean Paul
Key to the City
MC Lyte
Key to the City
Victor Manuelle
Key to the City
Machel Montano
Key to the City
Fat Joe
Artist content developed by season
2024 season
- Keith Sweat
- Patti LaBelle
- Spice
- Teejay
- Charly Black
- Kerwin Dubois
- Alison Hinds
- MC Lyte
- Rakim
- Treach
- Lola Brooke
- Fat Joe
- Cham
- Wayne Wonder
- Victor Manuelle
- Fulanito
- Sean Paul
- Mr. Cheeks / The Lost Boyz
- Carl Thomas
- Mya
- Lloyd
- Machel Montano
- Romain Virgo
- Israel Houghton
- Tina Campbell
- JJ Hairston
- Jovanta Patton
2025 season
Performers across the ten 2025 events, including the July 21 Evening of Faith program with Hezekiah Walker, Donnie McClurkin, John P. Kee, Erica Campbell.
- Beenie Man
- Patrice Roberts
- Full Blown
- Preedy
- Bobby Konders
- Jabba
- Fabolous
- Lloyd
- Honey BXBY
- Jon B
- Funk Flex
- Jennaske
- Hezekiah Walker
- Donnie McClurkin
- John P. Kee
- Erica Campbell
- Lisa Lisa
- CeCe Peniston
- Rob Base
- Brenda K. Starr
- The Sugarhill Gang
- The Furious 5 featuring Melle Mel & Scorpio
- DJ Skribble
- Denine
- Laura Enea
- Joe Zangie
- Sammy Zone
- Stevie B
- Doug E. Fresh
- Betty D of Sweet Sensation
- France Joli
- Pretty Poison
- Frankie Cutlass
- C-Bank
- Nice & Wild
- Fascination
- Johnny Gill
- Big Daddy Kane
- Luis Vargas
- José Alberto “El Canario”
- El Blachy
- George Lamond
- A Boogie Wit da Hoodie
- EPMD
- Rakim
- Nailah Blackman
- Rupee
- Wayne Wonder
- Luciano
- Trey Songz
- Mýa
- Bobby V
Geographic scale
A program that moved with the city.
2024 programming locations in the work record.
Brooklyn
Wingate Park
Staten Island
Midland Beach
The Bronx
Orchard Beach
Queens
Roy Wilkins Park
Manhattan
Outside the Apollo Theatre
Outcome
Reach, traffic and discovery.
The 2024 season generated 12M+ social impressions and engaged 8M+ people across Instagram, Facebook and X, with engagement up 35% year over year. The website drew 155,859 visitors — exceeding the initial 100,000 goal — with 75.9K arriving through Google and a reported 1.5-second load time.
| Page | Clicks | Impressions |
|---|---|---|
| Homepage | 23,463 | 129,020 |
| Sean Paul — Queens event | 8,458 | 64,969 |
| Concerts schedule | 7,490 | 77,057 |
| Keith Sweat | 5,466 | 70,766 |
| Patti LaBelle | 5,143 | 65,022 |
End-to-end capability
From concept to the moment the crowd arrives.
The series moved through seven connected stages. Globe Star was present in all of them.
01
Strategy & Curation
The series began as a concept: a concert program that could live in multiple boroughs and belong to each of them. Globe Star shaped the creative premise, the series architecture and the production strategy that made it executable at city scale.
- Series concept and creative premise
- Multi-borough program architecture
- Production strategy and feasibility
- Public-sector and city-sanctioned alignment
02
Talent & Programming
Programming a series means coordinating far beyond a single stage plot. Globe Star worked across artists and management, promoters and venues to align the lineup, advance requirements and the flow of each event in the series.
- Artist and management coordination
- Promoter and venue alignment
- Advance, riders and technical requirements
- Show flow and run-of-event planning
03
Brand & Marketing
Globe Star built and carried the brand of the series — identity, campaign, digital and creative — so the program read as one recognizable experience across every borough it touched.
- Series brand and identity system
- Campaign and creative direction
- Digital, social and content production
- Event environment and on-site branding
04
Audience Development
A city-sanctioned series has to reach the neighborhoods it serves. Globe Star led audience development with community partners and stakeholders so each event drew the public it was created for.
- Community partner engagement
- Borough-level audience strategy
- Promotional rollout and awareness
- Sponsor-facing audience narrative
05
Production & Technical Systems
The technical layer is where the Globe Star collective works as one: staging and truss, LED screens, concert audio and lighting specified and deployed for outdoor festival conditions.
- Staging, roof and truss structures
- LED screens and video systems
- Concert-scale audio systems
- Lighting, power and signal distribution
06
Event Operations
Multi-site execution demands operational discipline: crews, schedules, credentials, stakeholder coordination and repeatable load-in and load-out across the series.
- Crew, vendor and engineer coordination
- Multi-site scheduling and logistics
- Site build, credentialing and site flow
- Stakeholder and sponsor operations
07
Live Experience
Everything upstream exists for one thing: the moment the audience is in front of the stage. Rise Up NYC is the proof that Globe Star can originate an entertainment experience and carry it all the way to that moment.
- Show calling and live execution
- Audience experience and event environment
- Content capture for post-event storytelling
- Series continuity across boroughs
Scale of the series
Festival scale, city-wide.
Professional staging and truss, LED screens, concert audio and lighting, branded event environments, large public audiences and full operational execution.
Rise Up NYCProduction & technical build
Production & technical systems
Rise Up NYCBranded event environment
Brand & event environment
Rise Up NYCAudience & live experience
Citywide audience
The takeaway
A marketing team that can originate the property, not just the campaign.
Rise Up NYC is a Globe Star-owned entertainment property — not an outside client assignment. Brand strategy, the digital ecosystem, audience development, artist and programming content, event creative and production coordination were carried by one accountable team.
Next move
Let's move your audience.
Tell us who you need to reach and what has to change. We will come back with an honest read on whether we are the right team — and if we are not, who is.
A Globe Star Company.