Amoeba Culture: The First Tour (Korean Hiphop)

by Samuel Choi, Spring 2015 Marketing Student, Tobin College of Business, St. John’s University

Over the years Korean pop, also known as K-pop, has been an industry where its gained international popularity all over the world. From number one girl group Girls’ Generation to the creator of the famous Gangnam Style dance, Psy, K-pop has been an influence and made its presence in the music industry. On the 28th of March, I had an opportunity to attend Music Enkor’s very own Amoeba Culture: The First Chapter Tour at Terminal 5. These high energy filled artists included singer Crush, rappers Dynamic Duo and Zion.T with special guest Primary.

From fans all over the states from Boston to Los Angeles, the event was a sold out event, filled with not only fans that were Korean but from all different back grounds. It was such a beautiful scene to see a diverse crowd who was into the Korean Hip-Hop Scene. There were lines formed for the VIPS, to early registration and general admission, wrapping around the building venue with at least a few hundred people before the show. The VIP ticket holders were guaranteed a free snapback hat, early entry as well as a chance to win an autograph signed poster.

Tour merchandises designed by Profound Aesthetic were sold at limited quantity before the show and was sold out by the end of the show. As I helped out the Profound team with sales of the tour merchandise, it was surprising to see some of the fans with tour merchandise already on. Waiting on line for 2 hours before the show, the fans’ dedication was truly displayed.

As this was Amoeba Culture’s first tour in the states, the event was a significant moment for these artists, who for majority of them, came to New York for the first time. Glowsticks were distributed to the crowd and the artists executed just as I expected them to, providing an interactive fun-filled environment. At the end of the show, for the VIPS who received a snapback, some of them had duct tape taped on under the brim which indicated a raffle winner for the autographed posters.

Overall I was very impressed with the turnout of the concert. Majority of its marketing were via social media platforms (i.e. Instagram and Facebook) as well Korean music blogs. I really liked the raffle idea in how some VIPs were able to receive a signed poster as well as the idea of distributing free snapbacks to them. All the sponsors benefited out of the event as their logos were placed all over the venue, including the company I intern for, Profound Aesthetic.

I want to give a special shout out to Dave Wu for giving me the opportunity to help out at the venue and have an awesome time. From the fog machines, lights to the performances, the energy at this event was indescribable. Make sure you attend a K-pop or Korean Hip-Hop concert next time! You will not regret it!

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International Pillow Fight Day

by Kyle Puskar, Spring 2015 Marketing Student, Tobin College of Business, St. John’s University

On Saturday, April 4, I attended the along with tens of thousands of people in more than 100 cities worldwide. The pillow fight has become a semi-annual international event where people head to the streets for what as the seventh annual International Pillow Fight Day. This year’s event includesd cities across four continents including Shanghai, Seattle, Buenos Aires, Budapest, and of course New York. The annual pillow fight is part of an “urban playground” movement organized by New York- and Toronto-based Newmindspace, which has planned playful, free, large-scale activities on a global scale since 2005. I had actually bumped into one of the creators of Newmindspace, Kevin Bracken, at the end and was able to speak to him briefly. He said more than 250 cities have participated in the event since they started. In some cities, the spectacle has grown to include after-parties and even charity fundraisers. In New York, Newmindspace donates leftover pillows to a homeless shelter in the West Village and other groups. Luckily it was a beautiful day in Washington Square Park where we all met up and must have been at least a few hundred people. Some people were dressed in pajamas or regular clothes, and some even had on costumes of knights or super heros.

It was my first time attending this event. My roommate had told me about it the week before and said he went last year and had a ton of fun, so we decided to check it out this year. It was a fun way to start off my holiday weekend. As for marketing, I hadn’t really heard of it before until my roommate told me about it last week. For an event like this my expectations were pretty low, I didn’t know how many people could’ve possibly turned out but it definitely exceeded my expectations. I didn’t really see any promotion around the city or even online on social media. I think events like these really make their way around by word of mouth. I know I had to have told at least a dozen people by the time it was over. I also think events like these happen to gain momentum every year they are held. It seems like every year they have a bigger and bigger turn out, and I think that has to do with the fact that we are in the biggest city in the world. People walking by on the street or cutting through the park are dragged into the event by their curiosity, and the ones who attend the event go on to post their experience on all platforms of social media.

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