LOSTBOYJAY Live at Lower Bay Station
SCENARIO: In celebration of LOSTBOYJAY's latest dance record with Polydor Records/Universal Music, ‘COULD BE WRONG’, we needed to create cultural moment that the Electronic Dance Music (EDM) fans in Toronto were itching for.
TASK: Held an intimate 1-hour set at Toronto's abandoned Lower Bay Subway Station which welcomed +100 die-hard EDM fans, record label representatives, and music industry folk.
Client: LOSTBOYJAY
Industry: Music & Entertainment
Personal Responsibilities: Strategy, Partnership Management, Event Management, Funding, Public & Media Relations, Video & Photography Production, and Media Planning
Video Production: BLACK LAKE
Photography: Courtney Park
Director: Cameron Veitch
Cinematography: Brad Scholl
Camera Operators: RJ Kemp, Till Schliemann
Label: Polydor Records & Universal Music Group
Site Liaison: Sandy Tsirlis, Filming, Tours and Events Specialist, TTC
APPROACH
GOING UNDERGROUND
We needed to spark interests across EDM fans in Toronto as LOSTBOYJAY made his debut within the local music scene. From considering laundromats to convenience stores, it was important to find a balance between unconventional and a venue that would lend itself to proper acoustics. The venue not only aligned with LOSTBOYJAY’s brand but also amplified the Universal Music Group’s promotional efforts around the single release, and appealed to EDM fans locally.
With Lower Bay Station only being open to the likes of Drake for ‘What’s Next’, as part of his Scary Hours 2 EP release, The Weeknd and Future’s "Coming Out Strong", from Future's HNDRXX album, and movie productions such as the 2009 action-remake ‘The Taking of Pelham 123’, and the 2016 Will Smith, Jared Leto, Margot Robbie, and Viola Davis starred ‘Suicide Squad’, we placed LOSTBOYJAY within the conversations of other reputable productions, while making a presence within his own category.
In partnership with The Toronto Transit Commission (TTC), they gave us the keys to the platform for a night to remember.
1Hour
PERFORMANCE
+580K
TIKTOK VIEWS
+30k
YOUTUBE VIEWS
+100
ATTENDEES
OUTCOME
ONLY ONE STOP
With tickets all accounted for within less than 24 hours, hundreds of thousands of views, and conversations about the event quickly making it a hot ticket item, the set at Lower Bay Subway Station translated well across social media accounts globally, ultimately complimenting the +14,000 reels on Instagram and +11,000 videos on TikTok in which the single was used for.
On top of that, we were able to create a cultural moment for the EDM community and reinforce LOSTBOYJAY’s image as a boundary-pushing music producer who then called Universal Music Group home.
PRESS
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A Profile on Upcoming Canadian Artist LOSTBOYJAY
TORONTO GUARDIAN
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Episode 11: LOSTBOYJAY
BENEATH THE RHYTHM | AN RX MUSIC PODCAST
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SPILL NEWS: LOSTBOYJAY PERFORMS 1-HOUR SET IN TORONTO’S ABANDONED LOWER BAY SUBWAY STATION
SPILL MAGAZINE
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LOSTBOYJAY Talks Roots, New Music, and Lower Bay Station
ENHARMONIC MAGAZINE