Marketing
Index & First One Asia approached us to lead the marketing activities for Anotherworld, a large-scale festival dedicated entirely to hardstyle music. At the time, events focused exclusively on hardstyle were rare in Thailand, and Anotherworld represented a significant step in introducing the genre to a broader local audience through a full festival format.
Our role was to support awareness and audience building for a genre-specific event that relied heavily on community understanding and fan culture. Using our established media platforms and social channels, we focused on reaching existing hardstyle listeners while also communicating the identity and scale of the festival to wider electronic music audiences. Marketing activity centred on artist visibility, event concept communication, and encouraging engagement within the local hardstyle community leading up to the event.
Scope of Work
Our scope focused on planning and executing a marketing strategy tailored to a genre-specific festival audience. Activity included content marketing and paid social media campaigns designed to reach listeners already familiar with hardstyle, while also introducing the event to wider electronic music audiences in Thailand.
Given the niche nature of the genre, audience targeting required careful refinement, with an emphasis on identifying relevant communities and communicating the event’s identity clearly. Marketing efforts aimed not only to drive awareness ahead of the festival, but also to support longer-term community growth around the Anotherworld brand.
Following the event, we continued working with Index to strengthen social media presence and audience retention. This post-event activity focused on maintaining visibility and supporting future event communication through an expanded and more engaged follower base.
Media Rollout
The media rollout was built around translating an established hardstyle culture into content that resonated with audiences in Thailand. While hardstyle has a long-standing presence in Europe, local awareness required clear visual communication and repeated exposure to the genre’s sound, aesthetics, and event format.
To support this, we produced and published a series of short-form video clips and static posts designed to introduce the genre, highlight key artists, and communicate the scale of the festival. Content was released progressively across social media platforms to build familiarity over time, rather than relying on a single announcement cycle.
This approach allowed audiences to engage with the event concept gradually, supporting awareness growth and helping potential attendees better understand what to expect from a hardstyle-focused festival in the Thai market.
Campaign Tools and Implementation
Marketing activity for Anotherworld was executed through a combination of organic content distribution and paid social media advertising. Social platforms were used to introduce the hardstyle genre to local audiences, communicate event details clearly, and support repeated exposure to the festival’s identity and artist lineup.
Paid advertising was structured to focus on electronic music listeners and users with demonstrated interest in harder dance styles. Creative formats were rotated between video clips, artist-focused visuals, and event information posts, allowing campaigns to remain accurate and timely while avoiding repetition. Audience targeting and content emphasis were adjusted throughout the campaign period based on engagement patterns and audience response.
Campaign Results
The festival reached full ticket capacity, indicating strong audience interest and effective visibility within the Thai market. For many attendees, Anotherworld served as an introduction to hardstyle as a dedicated festival genre, expanding local awareness beyond its previously limited presence in Thailand.
The campaign supported clear communication of the event’s identity and contributed to building a more informed audience around hardstyle-focused events. From an organisational perspective, the outcome demonstrated the effectiveness of targeted genre-based marketing and reinforced the value of structured promotion for niche electronic music festivals.
Results
The project concluded with a clearly defined event identity and strong audience understanding of the festival concept. Marketing and content efforts supported consistent communication across all stages of promotion, allowing the event to be presented clearly within a niche segment of Thailand’s electronic music scene.
Beyond the immediate event, the campaign contributed to broader awareness of hardstyle as a festival genre and established a foundation for future genre-focused events. The overall outcome demonstrated the effectiveness of aligning content, audience targeting, and platform execution for specialised electronic music events.
