Rock and Indie Festival (RIF).

This project involved managing social media and digital marketing for the LASALLE Rock & Indie Festival, creating platform-specific content to showcase student artists and build excitement around the event. The campaign aimed to increase audience engagement and strengthen the festival’s presence within Singapore’s independent music scene through strategic storytelling and real-time coverage.

Nov 2024 - Jan 2025

LASALLE Rock & Indie Festival Social Media & Marketing

The LASALLE Rock & Indie Festival (RIF) is an annual showcase celebrating Singapore’s vibrant independent music scene, featuring emerging student artists alongside established local acts. As part of the festival’s marketing team, I led social media content creation, digital campaign strategy, and audience engagement to elevate the festival’s visibility and reach among youth and arts communities.

Project Goals:

Build a cohesive digital identity for the festival across all platforms.
Grow audience engagement and drive turnout for both days of the festival.
Highlight student musicians and alumni performers through storytelling-led content.
Strengthen the festival’s brand within Singapore’s indie and alternative music landscape.

What I Contributed:

Developed the social media content strategy across Instagram, TikTok, and Facebook.
Designed and produced digital assets including posters, reels, lineup reveals, and teaser videos.
Managed content scheduling, live updates, and day-of-event coverage to maintain real-time engagement.
Implemented targeted messaging for different audience segments (students, public visitors, alumni).
Collaborated with performers, production teams, and LASALLE’s communications office for cross-channel promotion.

Highlights:

Introduced a visual identity refresh that aligned the festival’s gritty, indie tone with LASALLE’s contemporary arts branding.
Created artist spotlight features that increased pre-event visibility for student performers.
Produced high-engagement short-form video content showcasing rehearsals, behind-the-scenes prep, and festival energy.
Coordinated with performers to amplify reach through reposts and collaborative content.

Impact:

Achieved significant increases in social media engagement compared to previous editions.
Drove strong event turnout through consistent digital outreach and countdown campaigns.
Strengthened LASALLE’s positioning as a supporter of emerging local music talent.
Built a repeatable workflow and visual direction for future editions of the festival.