SF Live: Pounding Out the Doom Loop with the Heartbeat of Live Music

Background

SF Live, a groundbreaking initiative supported by San Francisco’s Office of Economic and Workforce Development (OEWD), set out to revitalize San Francisco’s live music scene and cultural identity. With a $2.5 million investment from the City of San Francisco, Plinth Agency was tasked with creating a bold vision for SF Live and executing a 360° Digital campaign to bring it to life.

Partnering with three esteemed production companies—Noise Pop, Illuminate, and the Union Square Alliance—Plinth marketed 32 shows throughout the city, transforming SF Live into a cohesive, vibrant, and engaging brand that reactivated neighborhoods and celebrated San Francisco’s creative culture.

As a team of local creatives deeply invested in the city’s recovery, Plinth approached this project with personal passion and a mission to ensure that San Francisco’s cultural heartbeat remained strong.

Objectives

1. Create a Bold Brand Identity: Develop a striking, modern design that reflects the energy and diversity of San Francisco’s live music scene.

2. Increase Visibility and Awareness: Leverage innovative marketing strategies to make SF Live a household name.

3. Enhance Attendance: Use data-driven digital tactics to attract audiences to live events.

4. Support City Recovery: Use SF Live as a catalyst for reactivating neighborhoods and stimulating the local economy.

Strategy

Bold Branding for a Bold Mission

Plinth Agency designed SF Live’s branding to be unapologetically bold, modern, and reflective of San Francisco’s cultural identity.

• Logo Design: The SF Live logo captures the essence of live music, resembling a speaker in motion, thumping with energy. The circular design conveys movement, rhythm, and a sense of community, evoking the excitement of a live performance.

• Colorways: The color palette draws inspiration from San Francisco’s sports culture, incorporating hues reminiscent of the 49ers’ red and gold, which resonate deeply with the local community and evoke pride and strength.

• Typography: Clean, modern fonts were chosen to ensure a striking yet approachable look, appealing to both longtime music fans and new audiences.

• “BE. HEAR. NOW.” This is our mantra, our brand position, and our battle cry to San Franciscans: “Come as you are” and experience local music live, in the here and now. It’s a modern twist on Richard Alpert’s iconic book, “Be Here Now,” This nod to the city’s cultural legacy honors the generations of locals who have nurtured and sustained its vibrant live music scene.

Every visual and design element was created to ensure SF Live stood out in the crowded event and entertainment market while maintaining a strong connection to San Francisco’s roots.

360° Digital Campaign

Plinth Agency employed digital strategies perfected in other successful projects to deliver a robust and impactful campaign:

• Video Content: Short-form videos, artist interviews, and event teasers created an emotional connection with audiences, driving anticipation and engagement.

• Targeted Advertising: Leveraging audience segmentation and geo-targeting, Plinth’s ads ensured every dollar was maximized. A/B testing optimized creative approaches to resonate with diverse demographics across San Francisco.

• Influencer Collaborations: Key influencers in the music and lifestyle spaces hyped events through social media stories, live posts, and recommendations, creating organic buzz and increasing brand relatability.

• Press Engagement: Securing 74 press mentions, including features in SFGATE, ABC7, and KTVU FOX 2, reinforced SF Live’s brand narrative, making it synonymous with the city’s cultural revival.

Collaborations

Partnering with Noise Pop, Illuminate, and the Union Square Alliance, Plinth promoted diverse events that activated key neighborhoods and brought communities together. These partnerships ensured a wide variety of programming that appealed to audiences citywide.

Social Media and Digital Presence

• Grew SF Live’s following to 11,500 organic followers on Instagram and Facebook within a year.

• Generated over 440,000 Instagram Reel views and reached 1.5 million unique users on Meta platforms.

• Delivered a stellar average engagement rate (AER) of 9.04%, 377% higher than industry standards.

Innovative Advertising Results

• Reached 1,372,427 unique individuals in the Bay Area.

• Delivered 5,351,295 ad impressions, with a 5.67% click-through rate (CTR), exceeding industry benchmarks by 122.35%.

• Achieved a cost-per-click (CPC) of $0.33, 25% below the industry average, maximizing cost efficiency.

Results

1. 32 Shows Marketed: Plinth’s efforts brought attention and audiences to events that activated San Francisco’s cultural hubs.

2. A Vibrant Brand: SF Live became a household name, embodying the spirit of San Francisco’s creative culture and live music scene through its bold branding and strong identity.

3. City Investment: The $2.5 million investment helped SF Live reenergize neighborhoods and drive foot traffic to venues.

4. Press and Digital Success: Secured 74 press mentions, reached 1.5 million unique users online, and exceeded engagement benchmarks.

5. Social Media Growth: Built a thriving community of over 11,500 followers and drove exceptional engagement on digital platforms.

6. Economic Impact: SF Live events brought people back to the city, supporting local businesses, artists, and cultural organizations.

Positive media sentiment and narrative shifts

“The city’s $2.4 million investment in SF Live is a testament to the power of music in revitalizing San Francisco.”

— San Francisco Standard

“SF Live is breathing new life into the heart of the city, one concert at a time.”

— NBC Bay Area

A Personal Mission to Help San Francisco Recover

For Plinth Agency, SF Live was more than a marketing project—it was a personal mission. The branding work, inspired by our love for San Francisco, reflected the pride and strength of our city. From every design element to every campaign, our goal was to contribute to the city’s recovery through culture, creativity, and community.

Conclusion

SF Live is a shining example of how strategic branding and marketing can be a catalyst for cultural and economic revitalization. Plinth Agency’s expertise in creating bold, memorable branding paired with a 360° Digital campaign ensured SF Live became a cornerstone of San Francisco’s recovery. By marketing 32 shows across the city, SF Live activated neighborhoods, supported local businesses, and inspired audiences to reconnect with the city they love.