Event Production | Brand Partnership | Music & Culture | Community Activation | Budget Management
Overview
I produced and managed the Easterns x Junkyard Band concert from concept to execution, celebrating both the launch of Easterns' new Go-Go jingle and the 50th anniversary of Go-Go music, the genre named DC's official sound in 2020. The campaign rolled out across weeks of in-store radio activations on WPGC 95.5 with DJ Flexx, and culminated in a live concert at an Easterns location that drew 700+ RSVPs, 400 attendees, food trucks, partner brand activations, and a live broadcast back to the full DMV listening audience.
The Partnership
Easterns partnered with Capital City Mambo Sauce on a special-edition bottle that became the creative seed for the new Go-Go jingle. Junkyard Band, one of the most beloved Go-Go acts in DC history, recorded the new version of Easterns' classic "Any Car, Any Way, For Everyone" jingle, reframing the long-running brand audio for a new era and a new generation of DMV listeners. The result was a campaign rooted in DMV culture from the inside out: a hometown brand, a hometown product, a hometown sound, and a hometown station carrying it all to air.
Role Highlights
Owned end-to-end event production from concept to concert day, including partner negotiations, vendor sourcing, on-site management, and post-event wrap
Managed a $35,000 budget end-to-end and delivered the event under budget
Sourced and booked all talent, including Junkyard Band, supporting acts, and DJs
Built and ran the multi-week pre-event marketing campaign in partnership with WPGC 95.5 and DJ Flexx, with weekly live radio broadcasts on location at Easterns stores
Coordinated event-day live radio broadcast on WPGC 95.5
Secured all permits and city approvals across the City of Laurel and Anne Arundel County
Sourced and managed food truck vendors, on-site security, and concert-day operations
Partnered with Capital City Mambo Sauce on the special-edition bottle release tied to the campaign
Impact
700+ RSVPs and 400 in-person attendees
Delivered the entire event under a $35,000 budget, including talent, production, radio, food, permits, and operations
Multi-week pre-event radio activation series across Easterns stores on WPGC 95.5
Event-day live broadcast extended the concert to the full DMV listening audience
Special-edition Capital City Mambo Sauce bottle launched as a tangible campaign artifact
Connected Easterns to the 50-year legacy of Go-Go on the genre's milestone anniversary
Strengthened Easterns' position as a brand rooted in DMV culture, not just commerce
Creative Focus
Go-Go was named the official music of Washington, DC in 2020. This concert was a love letter to that legacy and to the community that built it. Every choice, from the partner brands to the headline act to the radio station to the venue, was made to keep the celebration rooted in the DMV. The campaign proved that brand activation done right doesn't pull people away from their culture, it shows up inside it.