The Ask:
Spotify’s internal AAPI ERG sought to honor their global Asian artist playlist, aiming to boost Asian representation in the music industry. They envisioned an inaugural networking event, celebrating the artists featured on the playlist while commemorating the community impact of Asians and Asian Americans worldwide and showcasing their remarkable music.
They reached out to Now You See Us to produce their first JASMINE event in Brooklyn, NY, which not only highlighted the playlist’s distinctive features but also raised awareness about the significance of Asian representation in music.
The Result:
As Co-Founder and Creative Director of Now You See Us, I spearheaded the event design and creative production for JASMINE: The Garden Party. I conceptualized the event's aesthetic to align with its theme, focusing on intricate details to provide interactive experiences that emphasized the importance of Asian representation in music.
As a result, we crafted an inviting atmosphere for over 100 guests, including Spotify executives, artists from both LA and NY, AAPI influencers and content creators. Notably, feedback highlighted the intentional details that elevated the event beyond a standard networking affair, fostering a sense of community and connection among AAPI creatives.
