Deadmau5 Residency Launch at XS Las Vegas - Public Relations
As electronic music is exploding in popularity, Las Vegas has been dubbed the Mecca for artists and fans alike with major headlining announcements at nightlife venues plus the introduction of Electric Daisy Carnival, North America’s largest electronic music festival.
Wynn Las Vegas was able to secure an exclusive residency in 2012 with platinum-selling artist and cultural icon, deadmau5, known for his unique mixes and most often recognized by his signature headpiece. Kirvin Doak was charged with developing and executing a unique yet riveting media campaign to announce the partnership.
Through a collaborative effort with XS and Encore Beach Club marketing teams, a concept was developed that would show deadmau5 auditioning for several jobs throughout the resort, positions that fans would never have seen him in before such as a sushi chef at Okada or a golf caddie on the resort’s luxurious greens. After failing at these attempts, we follow the artist as he finds that he is best fit at XS nightclub, performing on stage to a sea of adoring fans.
Photo Credit: Brian Brown Photography
A full video production and photo shoot were coordinated, as well as a detailed social media campaign to launch alongside the announcement on 11.15.11 – playing off the singular 5 in the date and the 5 in the artist’s name.
Kirvin Doak secured an exclusive for RollingStone.com to reveal the video which proved to be highly successful. The feature was one of the most viewed on the site for the remainder of the week and created an instant buzz among fans, followers, and nightlife leaders. Between the artist and venue’s social media platforms, the video has accumulated more than 90,000 views in less than one month.
Additional media presence was secured in a wide range of publications including Las Vegas Review-Journal, Pollstar, Monsters & Critics, Las Vegas Weekly, as well as major electronic music blogs such as Dancing Astronaut, Electronic Oasis, Electric Visions, Savoia, On R3Peat, and House Music Essential.
Link to video: http://vimeo.com/31980785
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