J Alvarez · 2013 · Artist campaign · festival headliner
J AlvarezHeadlining LMP Summer Fest 2013
In 2013 LMP turned its annual anniversary party into LMP Summer Fest — Saturday 29 June at La Marina, the waterfront venue on Dyckman Street in Manhattan — and made J Alvarez the main event.
Around the show LMP ran a campaign for him: an official summer mixtape, “La Trayectoria”, mixed by DJ Santana; his single “La Cita” on the LMP app; and three months of announcements across LMP's channels. Red Bull and Flow Music were on the flyer.
What we did
- Booked J Alvarez to headline LMP Summer Fest 2013 at La Marina, New York, on Saturday 29 June 2013 — “the main event”, performing his hits
- Built the lineup around him — iSwing, N'klabe, Andy Andy, Young Sosa, JR, Solos, Kid Glory, Mike Stanley and Karen Rodriguez of American Idol — with dozens of LMP DJs in the mix
- Put out an official J Alvarez summer mixtape, “La Trayectoria”, mixed by DJ Santana, as a download on LMP's site in June 2013
- Pushed his single “La Cita” on the LMP app — past 60,000 plays by mid-June 2013, by LMP's own count
- Promoted the festival for three months across LMP's channels — the announcement in March, J Alvarez as headliner in April, the lineup and tickets through June; the first 400 advance tickets sold out
- Kept working with him after the show: the LMP-exclusive “Dile” remix with La Nueva Escuela (February 2014), interviews on LMP's radio shows (2016, 2018), and his private album listening party with LMP's DJs (May 2019)
- Shared it with the LMP DJ network on Basecamp, its home before the Discord
From the campaign
