THE MIC NYC

Recognizing the need for an live-event series, and a golden corporate networking opportunity, TheMIC NYC established itself as an influential fixture in New York City's cultural scene and earned a residency at legendary music venue, The Bitter End. This is how Player/Coach co-founded a runaway hit.

30+ SOLD OUT SHOWS
392 UNIQUE PERFORMERS
RESIDENCY AT THE BITTER END
75+ HOURS OF FILMED PERFORMANCE
$55K+ RAISED FOR NON-PROFITS
COST-FREE MONTHLY CORPORATE NETWORKING
$0 UPFRONT INVESTMENT
FORTUNE 500 CMOs, GRAMMY WINNING ARTISTS, AND AMATEUR ARTISTS

SUMMARY

THE MIC NYC BEGAN AS AN IDEA

to amplify a client’s sales reach, but it quickly evolved into something greater. By providing a musicians and media industry clients with a top-notch performance venue, Player/Coach co-launched a unique opportunity to live out one’s rockstar dreams. Performers soon became brand evangelists, quickly expanding the performer community and selling out the venue regularly.

THE CHALLENGE

Establish a way to earn widespread name recognition for music licensing studio The Music Playground, with limited budget and manpower.

We understood much of the TV, Advertising, and Music industry spent personal their time watching or creating art.

We also understood the value of a platform to performers, and an audience to a venue. So we found platforms - physical and online.

GLORIA GAYNOR - I WILL SURVIVE
DEC 2019 @ THEMIC

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THE SOLUTION

MORNING BREW’S ANISH MITRA

We created TheMIC, short for Music Integrated Community.

We'll provide the stage, audience, and even video of your 8 minute performance window - you bring your colleagues and share the content. Quickly the event would grow into a community of executives by day, amateur artists by night.

And then came the sponsorships, and non-profit partnerships, and later the Grammy winners.

Typically, marketing and promotional efforts of this nature are costly and require significant budgets and connections to secure a venue. However, we’re resourceful, and identified a solution. We approached live event venues, renting the space for free with the promise of filling it to capacity - eventually landing on the legendary The Bitter End.

We grew our core volunteer team, recruiting top-advertising designers and producers, award winning live concert producers, and music engineers from top audio houses.

We also distributed content of the events with watermarked with our client’s logo. We do live in a social driven world after all, and we are content producers.

We even invited Bands and Singers from our client’s label to perform as headliners. We also just happened to attract performers from as far as Ohio, Guyana, and Poland (in that order).

THE RESULTS

Player/Coach built a NYC nightlife staple on a strong idea, minimal marketing hours, and a close-to-zero budget.

What started as a small open mic but quickly grew into a monthly series reaching full capacity, even hosting Grammy-winning artists like Gloria Gaynor in person and Jackson Browne online.

Additionally, we partnered with other non-profits such as Save The Music and Concert Across America, a show that live streamed to more than 20,000 people.

BIRCH TESTIMONIAL

SYD FERLEGER TESTIMONIAL

Until it's Covid hiatus, The MIC NYC had 6 month-long waiting lists for performers, and achieved the following:

Launched, managed, and hosted an ongoing non-profit monthly music series with a community over 350 members, hundreds of performances, and 20+ sold-out shows.

Partnered with VH1's Save the Music, songfarm.org, and Concert Across America, generating $50K for charitable organizations.

Hosted Concert Across America two years in a row, with each show generating over 20,000 live views.

Secured performances from legendary talent such as Gloria Gaynor, Bonnie Raitt, Jackson Browne, Tank and the Bangas, and other Grammy-award winning artists.

Performances also included magicians, comedians, and spoken word artists.

Coordinated volunteer groups that oversaw scheduling, community management, and charity efforts.

Shot and produced multi-cam videos for each show and created and distributed content across social media.

Hosted Concert Across America two years in a row, with over 20,000 live viewers.

Hosted performers such as the CMO of Casper Mattresses, and lead creative directors at agencies like JWT, Ogilvy, and Weiden and Kennedy.