Music Archives - Mirrored Media

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Kaskade LA Pop Up Shop & Mirrored Media

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IMG_4248Experiential marketing agency, Mirrored Media, was tapped to produce multi Grammy® nominated singer, songwriter, and music producer Kaskade’s special Pop Up Shop to Los Angeles the week prior to his landmark SOLD OUT performance at the Los Angeles Convention Center on May 7th.

The Pop Up shop will host performances from local DJs and feature exclusive Kaskade merchandise including t-shirts, hats, bandanas, tote bags, and more. Additionally, fans will be able to purchase exclusive photography from Mark Owens and merchandise from Kaskade’s Imperial Motion Capsule Collection.

“We are beyond thrilled to have the opportunity to bring Kaskade’s vision to life. The concept was to bring fans together and celebrate the career of one of the world’s most famous EDM pioneers,” said Justin Lefkovitch, Founder and CEO of Mirrored Media.

Mirrored Media teamed up with Kaskade to create the pop up shop experience that Kaskade envisioned – this included everything from finding the perfect venue to designing the atmosphere and layout within the store. Mirrored Media worked closely with Kaskade and his team to ensure that all elements of the pop up shop were precisely what Kaskade imagined.

Kaskade’s Pop Up Shop will be located at 410 N. Fairfax Ave in Los Angeles and will be open from Tuesday, May 3rd through Saturday, May 7th between 12:00p – 8:00p. True to Kaskade form, fans should expect the man himself to stop by the store throughout the week.

Kaskade’s highly anticipated May 7th performance at LACC sold out immediately, selling over 20,00 tickets. The show, produced by Insomniac, will be the largest solo headlining live date of Kaskade’s career and the first dance music event to take place in the Convention Center’s 45-year history.

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Pepperdine Magazine | “For Entertainment Purposes Only”

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A Seaver College alumnus launches an experiential marketing company that bridges the gap between music labels, artist, and fans.

Justin Lefkovitch (’09) was working on his bachelor’s degree in business administration when he composed a business model for a marketing company and submitted it to the Business Plan Competition, a contest presented by the Graziadio School of Business and Management in collaboration with Seaver College. When his submission was selected as a finalist, he knew it was worth further pursuit.

While pursuing his degree, Lefkovitch began managing local singer-songwriter Ray Kennedy, admittedly his first encounter with professional music production and management. With special insights into the music industry, Lefkovitch noticed gaps in communication and satisfaction among artists, labels, and consumers. After speaking with several artists, Lefkovitch began to think about possible ways to bridge this gap that would benefit all three parties as they participate in the branding and marketing processes together.

Two years after graduating from Pepperdine, with solid real-world business experience through Ray Kennedy’s ventures, funding from angel investor Vaden Saunders, and a partnership with music production mogul Steve Kofsky, Lefkovitch launched Mirrored Media, an experiential marketing company based in Santa Monica, California.

Since opening its doors in 2011, Mirrored Media has generated an impressive list of high-profile clients, including Acura, Universal Pictures, Syfy, Fox, and Google Play. The company has also been featured in numerous publications, such as Forbes, the New York TimesAdWeek, and Event Marketer, the magazine that placed Mirrored Media on its Top 100 Event Agencies “It List.”

Lefkovitch sat down with Pepperdine Magazine to explain the concept behind Mirrored Media and share what he’s learned on his professional journey thus far.

Pepperdine Magazine: How did working with Ray Kennedy influence the development of Mirrored Media?

Justin Lefkovitch: While working with Ray, I had the pleasure of meeting and working with countless talented artists. During this time, the music industry was going through dramatic shifts, both in the artist deal structures within major labels, as well as in the way consumers perceived and valued music.

My interest in marketing and advertising, and a desire to create additional revenue streams for artists in the ever-changing environment, led to an idea of creating organic brand campaigns that would not only benefit artists financially, but also meet their goals. I saw what projects were being executed within the space and how many lacked the artist’s unique voice and brand identity. Many campaigns were perceived as contrived by the fans. My approach was to create a win-win scenario for brands and talent.

PM: How did you discover the music industry ’s pain points?

JL: By having many conversations with artists I was working alongside at the time. I noticed that there was a strong breakdown of communication between talent and marketing executives. Each camp spoke a different language, with very different campaign goals and interests in mind. In addition, the music industry can be perceived as intimidating, due to the complexities around publishing and licensing. Some might even perceive it as risky.

This attitude, coupled with the fickle fan perspective of branded content and campaigns, laid the foundation for my idea. I strongly believed that mutually beneficial experiences could be created to produce a successful marketing campaign—and we have now proven that.

PM: What exactly is “experiential marketing?”

JL: For me, experiential marketing is messaging that you can touch, feel, view, and engage with within the physical or digital space—basically, any experience that moves you and makes you want to share it with your friends. While traditional advertising concentrates on verbally and visually communicating the brand message through radio, print, and television, experiential marketing can encompass a variety of mediums focusing on creating an experience that immerses the consumer in the brand message with a more high-touch but low-pressure approach.

PM: What sets Mirrored Media apart from other marketing companies?

JL: Mirrored Media concentrates on creating high-impact and enduring lifestyle campaigns that specialize in music and entertainment. Each member of my team has extensive experience working in the music and entertainment world, as well as the traditional marketing landscape.

From previous artist managers and tour managers, to marketing directors and art designers, I am fortunate to have an incredible team that understands the needs of both the brand client, as well as the influencer partner who could be a band, artist, or social media star. I believe Mirrored Media’s strength comes from our approach and close relationships with our influencer partners, coupled with our strong creative ideas that continuously challenge the notion of what’s possible and push the creative needle over the edge.

Our executive team is made up of millennials who can continuously evolve our capabilities and creative to meet the needs of the market. Ultimately, every one of our brands and partners experience transformational results through each campaign.

PM: What’s the best advice you’ve ever been given?

JL: When I first came up with the idea for Mirrored Media, Gary Mallaber—who most famously composed for Steve Miller Band and drummed for Bruce Springsteen, Van Morrison, The Beach Boys, John Lennon, and many others—once told me that if I could bring humanity back to the industry, we would have a line of artists and brands wanting to work with us. That always stuck with me and I tried to do exactly that.

 

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TuneCore Live LA April Recap: Fire In The Hamptons, Nova Rockafeller and Andy Allo

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The night began with a packed performance by fish-out-of-water rapper Nova Rockefeller, whose set combined the artist’s flair for raw rhymes, melodic rock-driven raucous, and laugh-out-loud wackiness. Defying easy categorization, Nova got people jumping, fists occasionally pumping, and left the crowd eager for more.

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Fire In the Hamptons tuned up and had us all thoroughly tuned in, blazing an electro-pop path to mid-week euphoria.Andy Allo-H

Last but certainly not least, Cameroonian-born artist Andy Allo stepped up like a beautiful pop-funk vision of the future, taking us on a musical journey punctuated by an ultra soulful rendition of Springsteen’s “Dancing In The Dark.”

We want to thank everyone for such a successful night, to everyone who came out and partied with us at ‪#‎TuneCoreLive‬ tonight, you rock!

Thank you to the amazing artists who performed – Fire In The Hamptons, Nova Rockafeller and Andy Allo  – to our incredible sponsors TuneCore, Swisher Sweets, Swinghouse and Dropkloud, and last but not least, Bardot-Hollywood.

Want to see more? Watch FITH jam out in the video below and check out all the event photos here!

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Brooklyn Vegan’s SxSW 3 Day Showcase

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Mirrored Media brought hype to the Brooklyn Vegan showcase at the famous Red 7 located in the heart of the Red River Music District. The showcase brought 50 bands from around the world. Brooklyn Vegan SXSW drew over 6,000 people throughout the week, with a vibrant mix of music fans, artists, and industry tastemakers. Each day of the event series hit capacity and was amongst the most sought out day shows at SXSW. A day by day play below.

 

Day1:

The show kicked off with recent Run for Cover signee Elvis Depressedly, followed by folk-turned-pop musician Emmy the Great. Then it’s the alt-R&B of Basecamp, the shiny pop of Yumi Zouma, indie veterans Frog Eyes, Canadian riff rockers Cancer Bats, power poppers Broncho, and finally Sub Pop sludge punks METZ and that was only on the inside stage.

Outside, the day started with the VU/Dead stylings of Ultimate Painting (members of Mazes and Veronica Falls), into the young, smart and quickly rising duo Girlpool. They were followed by intense Irish noisemakers Girl Band, then jangly Seattle post-punks Chastity Belt, arty/folky indie rocker Mitski, discordant indie rockers Speedy Ortiz, and we wrapped up the day is Austin experimental rockers The Octopus Project.

For more info and photos click here.

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Day 2:

On Friday inside show began with Walter Schreifels’ (of Gorilla Biscuits, Quicksand, Rival Schools, etc) new band with two Trail of Dead members, Vanishing Life, followed by a full-band set by long-running singer/songwriter Kevin Devine (who’s in the midst of a series of splits with Nada Surf’s Matthew Caws, Perfect Pussy’s Meredith Graves and more). Then came The Velvet Teen, who just announced their first LP since 2006 on Topshelf Records. After that, the inside stage got heavier, with snotty Canadian punks Single Mothers, sludgey post-hardcore band KEN mode, crossover thrashers Power Trip, and finally the screamo band of former Thursday singer Geoff Rickly, United Nations.

Outside, the day began with Philly shoegazers Creepoid (who have a new LP coming), followed by Rat Fist, the new-ish punk band with No Age and Pissed Jeans members. Then it was Swedish post-punks Makthaverskan, their shoegazey Run for Cover labelmates Pity Sex, and atmospheric post-hardcore band Pianos Become the Teeth (who also have members in United Nations). The day wrapped up with two veterans: Superchunk frontman Mac McCaughan (who has his debut solo LP on the way) and reunited shoegazers Swervedriver.

 For more info and photos click here.

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Day 3:

Saturday’s inside show began with XL-signed UK electronic artist East India Youth followed by a special set by Vietnamese rapper Suboi, for whom SXSW is part of her first-ever US tour. Fool’s Gold signed DJ Sammy Bananas backed what was one of only 2 SXSW shows she played.

Then came raw indie rocker Alex G and shoegazers The Lees of Memory which is the new band with two Superdrag members. Then it was Ex-Cult, followed by post-punk pioneers The Pop Group (who just put out their first album since 1980), and finally a comparatively much newer post-punk band, Iceage.

Outside, Australian synth-popster Jack Ladder and his band The Dreamlanders (which includes Kirin J Callinan) kicked off the day followed by New York throwback rockers Public Access TV who just announced a signing to Terrible Records. Then came Gabriel Garzon-Montano (whose voice you might recognize from the new Drake album), UK folk punk Frank Turner, shredding NJ trio Screaming Females, shapeshifting heavy band Ceremony, and finally the proggy Danish band Mew, whose first album since 2009 will be out this month.

For more info and photos click here.

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CraveOnline SxSW Showcase

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The wild musical marathon of SxSW 2015 saved the best for last, as CraveOnline’s showcase on Saturday proved to be a blowout of cinematically exhilarating proportions. The event drew over 3,200 guests in the doors. With a line stacked up the rain-soaked street long before doors even opened, the crowds would soon flood 5th avenue as they struggled for space to catch the wild dynamics of Action Bronson, Doomtree, Smallpools, Irontom and The Black Cadillacs at the Vulcan Gas Company. Unexpected thrills happened like Action Bronson, at the end of his set, simply walked off the stage and out the front door creating a mob experience for fans and festival goers who didn’t make it into the event to see his set. The event was featured as one of the top unofficial day parties on Do512. To see the behind the scenes interview with Action Bronsons interview click here

 

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TuneCore Live From Austin

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Mirrored Media brought its hit series TuneCore Live showcase to Austin for the first ever TuneCore Live Austin. TuneCore featured some of the top buzzing artists to industry folks and fans and even had surprise guest G Eazy jump on the stage. The event brought over 1,500 guests throughout the day. Performances for the event included:  Prinze George, Ultimate Painting, Sam Outlaw, Dear Boy, Nova Rockafeller, Devon Baldwin, Olivver The Kid, and Derek Minor.  A special thanks to CraveOnline, TuneCore, Dropkloud, Swisher Sweets, and Landr.

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SxSW and CraveOnline

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Hey SxSW festival goers, come check out the buzzed about CraveOnline showcase at The Vulcan this Saturday March 21st at 12pm. Live performances by Action Bronson, Doomtree, Smallpools and many more.

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Swisher Sweets Austin Takeover

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Mirrored Media teamed up with cigar giant Swisher Sweets to take over Austin and give festivalgoers the opportunity to sample, experience, and party with Swisher Sweets.  They joined Brooklyn Vegan, TuneCore, DropKloud, and CraveOnline to host 6 days of events at Red 7 and The Vulcan Gas Company.

Swisher Sweets established the artist project to bring passionate emerging artists and musicians to its consumers.  It’s the hope that the artist project will bring new artists to light and help to springboard them to reach the next level of their careers.  In the end, it all comes back to introducing fans to great music. 533fdf00-b348-478a-bf1c-e83312218e61