The Ask

Over more than 20 years, the Latin American Music Conference (LAMC) has grown in prominence to become "The Sundance of Latin music." KRK Systems asked FPO to crank up the noise on their brand as they supported the 23rd Annual LAMC event and promoted the KRK KNS 6402 headphones to participants. After two years of holding the event virtually, this in-person gathering in New York City, held July 6 - 9, 2022, was a major see-and-be-seen event for the Latin American music community.

The Connector

KRK is the iconic brand for music producers and DJs. We connected with the Latino audience by demonstrating how KRK gives producers and DJs everything they look for in a professional grade headset - removing distractions and polluters to deliver a clean, crisp sound during every production session - proving KRK is the brand behind the hits from passionate professionals like you. LAMC used social media as its main platform to connect with attendees which offered medium for frequency and consistency of message for our KRK brand creative. The campaign also engaged with music professionals through Facebook, Instagram, and Twitter that didn’t attend the event.

The Work

The tone of the communication has some grit, like many of the attendees and New York City itself. We created three ads, each designed to run before, during and after the event.

• The pre-event ad was a short video with a NYC vibe, announcing that KRK Systems would be at the event.
• The mid-event ad was also a video, with a gritty feel that focused on the benefits and popularity of the KRK KNS 6402 headset.
• The post-event ad was a celebration of LAMC, and announced that KRK Systems would be supporting the event again next year.