Kobatl + AWAL at Northside Festival

Kobalt was preparing to launch AWAL in the U.S. and wanted a breakthrough moment to introduce the brand to New York’s creative community. The goal was twofold: to establish AWAL as an innovative, artist-first platform and to connect directly with artists and managers to drive sign-ups for the distribution service. Northside Festival, with its blend of music and industry programming, provided the perfect stage.

We designed a two-part activation: a daytime conference-style program with panels, guest speakers, networking opportunities, and brand education, followed by a VIP after-party. The daytime sessions gave artists and managers insight into AWAL’s mission and resources, while the evening event featured live performances, food, drinks, and interactive elements that created a vibrant cultural touchpoint. Together, the activations positioned AWAL as both an educational resource and a cultural force in the music industry.

As Head of Events for Kobalt U.S., I led strategy and execution for AWAL’s first New York activation. I oversaw content programming, speaker coordination, and production logistics, and managed talent booking, vendor partnerships, and VIP curation to ensure the right mix of artists, managers, and industry leaders were in attendance. I also drove the integration of AWAL’s sign-up call-to-action into the event flow, ensuring the brand’s growth goals were embedded into the guest experience.

Role / Head of US Events (Kobalt/AWAL)