Pa'l Norte Festival, which has taken place in Monterrey, Mexico each summer since 2012, is Latin America's premier music festival. In 2016, Cut Above was tasked with securing publicity of the event in the US market.
We engaged top tier tastemakers and journalists to create buzz and state-side awareness of this 160,000-person festival with headliners including 50 Cent, J Balvin, and Two Door Cinema Club. We simultaneously targeted states bordering Mexico for US audiences living within driving distance of the festival site. Campaign activities included traditional news and blog servicing, on-air radio interviews, event previews, event recaps, along with consulting on social media, with extensive coverage coming from Billboard Magazine, Beatport Music, VICE/Noisey, Austin 360, Remezcla, Apple Music, and more.