96HRS is an underground techno and house music series I started with two friends in Boston, created to challenge the city’s stale and overpriced nightlife culture. I led creative direction, brand strategy, marketing, and production, building the brand around a clear stance: anti-basic club culture and pro-authentic rave experience. Unlike competitors that promoted DJs few knew, we focused on the event itself, curating a consistent music identity and showcasing the atmosphere through high-quality, cinematic content. This approach built trust, gave people a sense of what to expect, and created a strong, recognizable brand in a saturated scene.

To grow the brand, I developed a content system that combined event highlights, guerrilla stunts, cinematic storytelling, and distinctive visual design. The strategy positioned 96HRS as a brand with a clear identity and stance in a scene that lacked both, setting it apart as something people could trust and return to. Our stance was reinforced by rebellious activations like projections on TD Garden and bus stop takeovers. The result: five sold-out 400-person shows in three months, 2000+ followers, 165,000+ video views, and nearly $60,000 in revenue.