Serious Fun at Major Events with Jordan Kasedy
Remember that person in your school who always threw the best parties? Despite what every high school teacher told you, there actually is a future in that. In the modern day profession this is known as Event Producing and it’s big business. Yes, it’s much more than putting on a great party but the idea is the same; create something epic and memorable while ensuring that nearly everyone has a positive experience. Jordan Kasedy is one of the best in the industry when it comes to this. As part of Drysdale Group Inc. she has worked with some of the most recognizable companies and brands. From Heineken to Final Fantasy to Montreal’s Ile Soniq Music Festival; Kasedy has manifested the kind of events that creating epic memories. Those memories are not confined to a first-person experience due to Jordan’s work as a digital content producer. The internet allows the public more exposure to the people and things they love. Via Social Media and other platforms, Kasedy helps create a connectivity that’s an essential part of modern day promotion.
To do work like this at such a high level requires someone who is not only incredibly focused on minutia but also visionary. For example, Jordan’s work on Heineken Escapade (2016, 2017, 2018) involved implementing the marketing plans of partnering brands like Heineken, Jägermeister, Smirnoff, Smart Set, TD Bank etc., and creating fresh content each year. From discovering exciting new photographers who utilize drones to capture shots of artists and attendees, down to décor and creating the perfect VIP experience; Jordan established and cemented nearly every aspect. The planning and care that she put into making the experience special for artists like TIESTO & Steve Aoki trickled down to the general public.
Montreal’s Ile Soniq Music Festival has become one of the premier North American concert music events. Its attendance exceeds 60,000 these days and its growth is partially due to those who have repeatedly made it an incredible experience; those like Jordan Kasedy. Planning of the event, promotion, direct ticket sales, VIP talent handling from artists to influencers and celebs, even the overseeing of alcohol sales were under the umbrella of Jordan’s responsibilities. Setting a tone which allowed everyone at Ile Soniq to relax and enjoy the music was crucial in creating the trust which propelled this event to success. Kasedy’s talent as a digital content producer served to create the excitement and acclaim that saw the festival grow each year. Performances from internationally famed acts such as The Chainsmokers, Zedd, Skrillex, and others, plus VIP sales that average from $200,000 to $300,000 proved Ile Soniq to be a successful and permanent fixture in the annual music festival line-up.
Kasedy’s work on 2018’s Osheaga focused on digital content and the VIP experience. Held in the same location as Ile Soniq, the vibe of Osheaga has somewhat of a more chic feel that included the finest cocktails by Mixology and bar Guru in Montréal Brahm Mauer and performances from the Arctic Monkeys, Florence and the Machine, Yeah Yeah Yeahs, The National, James Blake, St. Vincent, Lykke Li, Franz Ferdinand, Blondie, Jenny Lewis, and many more. Jordan conducted live Snapchat activations with influencers and showcased beverage sponsors on a variety of social media platforms. She relates, “My goal was to capture the most incredible highlights at Osheaga 2018 as well as capture lifestyle content of the festival. I had constant oversight as an event producer while I simultaneously communicated online how special Osheaga was.”
Montreal is no stranger to glamorous events. When Final Fantasy held their exclusive New Year’s Eve bash, hosting 2,000 celebrators, Jordan made sure that Joe and Jane Q Public had the same lavish celebration as local celebrities. Proving that’s it’s not only about the black tie events, Kasedy also contributed her skill to the city’s free mini EDM event known as Villa Paradizo. There is a similar requirement in these events and the aforementioned ones; a successful brand in today’s market requires a strong digital presence. It’s no secret that the skilled individuals who can steer the content to successfully connect with the public are respected and every bit as talented as the advertising executives of previous generations. The approach is far from instinctual and frivolous. Jordan communicates, “my organization skills are required to be above average. All of these campaigns are planned, negotiated, and thought out thoroughly. We spend weeks discussing what content, what time, what ads, and what theme we are going with. There isn’t one particular method that works best; staying organized is the only helper. Whether it’s planning these major events or creating the content that excites the public, you really just have to have a brain that works well under pressure and can multitask organically.”
