VERSE, Virtual Music Festival

Abstract

I grew up loving and attending live music concerts ever since I was 13, and I'm not alone in my love for live music. 32 million people every year attend music festivals in the United States. However, live music has taken a drastic hit since March, 2020 and the start of COVID-19. With live events and crowds coming to a standstill in 2020, there is a desire to experience the excitement from live music in a virtual setting. This thesis involves the marketing, branding, and design of VERSE, a virtual music festival that aims to create the environment of a music festival in a virtual setting. Through extensive research on music festivals, virtual events, and music industry design, VERSE was developed. The final result includes a logo, brand identity, poster, web design, social media graphics, merchandise, marketing advertisements, and a brand extension. The completion of this thesis demonstrates a new opportunity to experience the joys of live music from the comfort of your home.