Full Velocity is my own event and this year I've been able to execute the third edition: Full Velocity 'Once Upon A Time'
On this page I will share a detailed breakdown of the hours I've put into Full Velocity and the things that I've done.
Recording trailer/announcement for Full Velocity 'Once Upon A Time' (6h)
On September 19th Me, talented videographer Sem Huveneers and my business partner Noah van der Linden went to the forests of the Dutch Veluwe to record the announcement trailer for our event. Before we went out we created a soundtrack for this trailer and with some text to speech AI we created the vocals which, with lots of effects and mixing, formed the basis for the trailer. Once arrived in the Veluwe we followed the lead of Sem, he would tell us what shots would fit best according to him and we would carry them out. Below you can see the final result.
Contacting Agencies & Contracts (5h)
I've had to contact a number of agencies to book bigger artists for our line-up, in total I've been in contact with four different agencies. Unfortunately we were not able to get artists at BKJN or at The Wishlist Agency, this due to artists not being available or due to issues with artist exclusivity that Rebirth festival has. I did manage to get two artists at LikeItHarder bookings, even though we wanted to get four of their artists. Aalst & Revellers were not available, once again because of artist exclusivity, but we did manage to get MT and Dark Individual. We also got a artist at SecondToNone Agency, at first we wanted to get Kili and Roosterz here, but here we had the same problem as with the other agencies: Rebirth. So with these artists not being available, we decided to book Udow. After the bookings were confirmed we received the contracts, I examined them thoroughly and asked for some adjustments to be made, before signing them and completing the bookings of the artists. With these 3 artists from the agencies added we come to a grand total of 17 artists for the event.
Financial Oversight & Break Even Analysis (1h)
Now that all the artist have been booked, it was time to create the break even analysis. I created an oversight of all our expenses and put in some of the sales we had already made, after this I calculated the breakeven point. For this event our break even would be around 250 tickets sold, it's quite a lot but definitely achievable.
Oversight has been blurred due to the sensitive information it holds
Collaboration with Sixth Gear for Merchandise (6h)
Together with the people form the company 'Sixth Gear' we've designed and created our own Merchandise for Full Velocity. One of my partners got in contact with Jurgen from Sixth Gear, where Jurgen expressed his interest in a possible collaboration between our companies. So we set a date for a meeting on the 23th of October to discus the possibilities. I successfully led the meeting where we talked over topics such as what kind of merchandise we would like to do, what the cost structure would look like, about the possibilities of them selling merchandise at our event, etc. After about 2 hours we got through the meeting and we had come up with an agreement; we would put T-Shirts up for pre-order and we would sell handheld fans at the event. A couple of weeks later our first shirts came in and we set a date for a photo shoot. On the 22th of November we met up in Veldhoven together with our newly acquired photographer and we went to different places to take pictures for the release of our merchandise. After around 4 hours we finished up, below you can see the final results.
Meeting Upload Schedule (2h)
On November 18th me and my partners met up to work on our upload schedule, in this meeting we would have to come up with what kind of content we wanted to create and when to post it. This could then be shared with our designer, so that he could finish the content on time.
Setting Up Ambassador Marketing Community (8h)
From the period of the 15th of November all the way up till the 17th of March we've been working on setting up a community of brand ambassadors who would like to promote Full Velocity in exchange of getting free tickets to the event. In order to find possible ambassadors, we scrolled through Tiktok looking for people who like uptempo and already had done some promotions and for people with a following of 1000+ and who were into uptempo. We send these people a DM and invited them to the community. We offered two different deals, 1 free ticket for 1 post or 2 tickets for 3 posts, some of the bigger ambassadors requested some form of payment besides the tickets. I then created an excel where I could track the amount of posts someone has uploaded, the agreed upon amount of posts and if I had send them their tickets. This made it easier to track who has completed their part of the deal and if they had received their tickets. The community currently has over 50 members and we plan to continue growing this number for the next editions.
Collaboration with Appic (4h)
To further improve the promotion of our event we also decided to continue working with Appic. Therefor I reached out and got creating and sending out the required artwork and communicating the dates we wanted the promo to happen. We created a bio and selected the following dates for the promotion:
03-03-2025 First push, Win game & Push mail
25-03-2025 Push Line-up / Timetable
04-04-2025 Extra Push Notification
In the end we got over 100.000 views, close to 9000 unique event users and over 1000+ people adding the event to their favorites.
Setting up DJ Contest (3h)
To support upcoming artists and to gain more publicity we also hosted a DJ contest, where artist could win a spot on our lineup. I created the terms and conditions and set up a soundcloud profile where people could listen to the sets of the participating artists. After this I also created a google Form, where people could vote on their favorite set.
Meeting with Owner of City Theater in Schijndel (2h)
On the 16th of January we met up with the owner of the City Theater in Schijndel, we didn't know it at the time but from this meeting a great partnership would follow. In this meeting we spoke about what we were doing, what our goals were and we talked about a possible future edition of Full Velocity at the City Theater in Schijndel
Transitioning to the City Theater in Schijndel (4h)
On the 22nd of January we were invited for a second meeting with the Owner of the City Theater in Schijndel, he gave us a tour of the venue and came with a proposition that we couldn't refuse. Since the City Theater would close in the next Summer and it would be demolished and repurposed to apartments, Lars (the owner) expressed that he would like us to do our current edition at his venue. If we agreed to do so, he would invest €1000 into our event to further improve the stage with lasers and a LED screen.
After hearing this we agreed and spend some time contacting all different parties involved to put though the transition to this new venue. This meant contacting the artists, the agencies, Appic, our Insurance company, etc. and also telling the Vrienden van Tilburg that unfortunately we got a offer we couldn't refuse and telling them we would no longer be hosting our event there.