Other Experiences | Design by Alexi

I started this festival while I was still in college at Indiana University. To my surprise, it blossomed into a successful nonprofit organization and thrived in the community of Bloomington, IN for 5 years.

MidWay Music Festival is an annual music festival put on by the nonprofit, MidWay Music Speaks, that celebrates and connects women and nonbinary people in music. To bring more women and nonbinary people to the stage, we only booked acts that featured at least one women or nonbinary person.

MidWay Music Festival

MidWay 2018 at the Buskirk Chumley Theater in Bloomington, IN

The first year of MidWay Music Festival [2017] during an evening DJ set at the Blockhouse bar in Bloomington, IN

A drummer playing at the Blockhouse Bar during MidWay 2018, taken by Blueline Media

DJ set during the daytime festival, MidWay 2017

DJ set at the Bishop in Bloomington, IN during the 2018 festival

Sasami performing at the 2019 festival in the Buskirk-Chumley, taken by WIUX Student Radio

Busker, Patchwork Moonlight, at MidWay Music Festival 2017

MidWay Music Festival 2021 lineup poster

The Concert Car parked at the 2019 festival

2 MidWay committee members with Executive Director

Artist Amy O playing in the Bishop in Bloomington, IN, taken by Blueline Media

Local artist playing MidWay 2019 at Landlocked Records

Years Running

4

Average attendance each year

500+

Staff and Board Members

50+

Artists from all over the US booked annually

30+

OUTCOMES

Sponsors

20+

Venues

6+

Before UX

I designed physical experiences and brands.

I've always been someone to have or hear an idea, and make it happen. Prior to my transition to designing digital experiences, I spent 5 years designing physical experiences, managing brands, and building everything from the ground up. Here are a few of my favorite projects below.

The Buskirk Chumley Theater in Bloomington, IN during MidWay Music Festival 2018

Rising Star was originally started as an experiential marketing opportunity to promote the first ever MidWay Music Festival in the local community. Proven successful and inspiring (to me most of all), I chose to carry on the event and continued to improve it over time. By it's final year, the event transformed into a tailored experience to 6 finalists that worked with a professional mentor. The goal of this event was to help empower young women and non-binary people to pursue their musical goals, build a like-minded community, and win prizes that helped them continue to build on their talents.

Rising Star

Group of contestants standing on stage, waiting for the host to announce winners

Two participants with their local celebrity 'mentor'

Participants listening to judges feedback following the show

Contestant playing guitar and singing on stage

Stage manager is waiting to release the next contestant to the stage

Contestant singing to the crowd from stage

Band on stage being interviewed by the host after their performance

The judges table, one judge is commenting on a contestants performance

Years Running

4

Average attendance each year

150+

Staff, Volunteers, Board Members

6+

Selected participants each year

6

OUTCOMES

Venue

1

Sponsors

7+

When the COVID-19 pandemic unexpectedly hit, we were forced to make some hard decisions. We approached the unfortunately state of the world as an invitation to be innovative - and transformed our in-person festival into a virtual festival and summit.

We explored this unique opportunity to expand our audience beyond the midwest and sold virtual tickets across the country.

Virtual MidWay Music Festival & Summit

Livestream graphic indicating that artist Kaina is 'up next'

Years Running

1

Virtual Tickets Sold

500+

Staff, Volunteers, Board Members

50+

Artists and professionals from all over the US

50+

OUTCOMES

Sponsors

20+

Platform

Veeps.com

This micro-influencer marketing campaign was designed as a look into the lives of our lineup members. The campaign encouraged brand awareness, audience expansion, and increased ticket sales. We expanded our follower count but experienced additional benefits from the campaign: organic artist testimonials, music discovery leading to increased ticket sales, and more.

MidWay Artist Takeover campaign

OUTCOMES

Micro-Influencers

20+

Increase in followers

30%

Years Running

2

Platform

Instagram

Porch Parties

I created Porch Parties as a response to the onset of the COVID-19 pandemic. These were live-streamed, socially-distanced concerts from a local artist's front porch where attendees could chose to view online or view 6ft apart in-person. One of my favorite parts about this weekly segment: that the local artist could be from anywhere in the USA.

End of stream graphic, announcing the date of the next event

Mid-stream graphic, indicating the next artist performing, with links to their social media

"Next Porch Parties" graphic, with schedule and date of next performance

Stream graphic used to add consistent branding during the stream -

Years Running

1

Average attendance each year

1,000+

OUTCOMES

Artists booked per episode

5

List here:

- Jesse Eisenberg virtual trivia and silent audience video

- Friends of MidWay

- $5,000 for 5 Years

- Dj 101 Workshop

- Songwriting Weorkshop

- Girls Rock Bloomington

- Shows with midway artists" via partnerships

Fundraising Events + Campaigns

Years Running

4

Average attendance each year

150+

Staff, Volunteers, Board Members

6+

Selected participants each year

6

OUTCOMES

Venue

1

Sponsors

7+

List here:

- partnering with student organizations

- Volunteer outreach

- interactive booths at campus events + festivals

- Expanding intern program

- New programming: The Last Hurrah

- Booking more student bands

- Chalking around campus

Expanding audience reach to college-aged students

Years Running

4

Average attendance each year

150+

Staff, Volunteers, Board Members

6+

Selected participants each year

6

OUTCOMES

Venue

1

Sponsors