A2IM Libera Awards 2024 Presented by Merlin

The Challenge: Produce a flawless execution of the 13th annual awards show, while ensuring that nominees and winners feel honored, programming flows smoothly, optics are aspirational, performances are well engineered, hospitality is orderly and the whole thing runs on time. 

The Solution: We put ourselves in the shoes of attendees and imagined a dazzling evening that honors the independent music sector. We called upon years of experience to conjure a program that felt spectacular, and obscured the hard work required to pull off an event that looked effortless.

Photo by Nick Karp. Photo by Nick Karp.
Photo by Nick Karp. Photo by Nick Karp.

When the biggest night in independent music returned to NYC for its 13th year, the American Association of Independent Music, a not-for-profit trade association better known as A2IM, tapped AdHoc for our expertise in programming, event production design, and guest experience.

Photo by Morgan Schaffner. Photo by Morgan Schaffner.
Photo by Nick Karp. Photo by Nick Karp.

The Libera Awards, an award show and gala which took place at Manhattan’s Gotham Hall, exists to spotlight the powerful voice of the independent sector, while also recognizing artistic and commercial success among artists and the independent music labels they’re signed to. Each year, independent labels from every genre, size, and geographical location submit their music, videos, artists, and campaigns for nomination consideration to be voted on by their peers.

L’rain. Photo by Nick Karp. L’rain. Photo by Nick Karp.
Congressman Maxwell Frost. Photo by Nick Karp. Congressman Maxwell Frost. Photo by Nick Karp.
Kari Faux. Photo by Nick Karp. Kari Faux. Photo by Nick Karp.
Photo by Nick Karp. Photo by Nick Karp.

This year saw tremendous growth from past years with AdHoc being brought on to supercharge A2IM’s capabilities in talent programming, event production, and attendee management. With over 600 attendees, 39 awards, six live performances, and a brand new location to host the event, A2IM knew they could rely on AdHoc’s creative prowess and production knowledge to make for a smooth and spectacular night. AdHoc ran a tight ship, and as a result, A2IM saw a 50% increase in fundraising revenue and an overall increase in membership attendance. 

Photo by Dan Bassini. Photo by Dan Bassini.

To quote award-winner Killer Mike, “Independent isn’t always easy but the fruits you bear from the extra work taste extra sweet.”

Photo by Nick Karp. Photo by Nick Karp.

YEAR
2024

OUR ROLE
Talent Curation, Talent Booking, Production and Registration Management.

TEAM/PROJECT CREDITS

Rachael Pazdan, Lead Producer
Morgan Schaffner, Registration Management
Caroline Vance, Talent Services

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