// services
Creative Producer (Music Video, Events)
Digital Campaign Strategy
Graphic Design
For metalcore band Beartooth, the multi-faceted campaign blended digital innovation, experiential activations, and location-based storytelling to deepen fan engagement around their album cycle. The work spanned viral social media challenges, multiple campaign-specific websites, music video production for "Riptide," and a hometown Topgolf event that merged the lead singer's passion for golf with intimate fan experiences including meet-and-greets, live performance, and livestreaming. The campaign culminated in Beartooth's Guide to Columbus—an Apple Maps partnership showcasing the band's favorite local spots—creating a multi-dimensional rollout that transformed traditional album promotion into an immersive brand experience connecting Beartooth's music, personalities, and roots.
Viral Fan Engagement Through User-Generated Content
Understanding that Beartooth's fanbase thrives on participatory energy, the campaign launched a TikTok challenge that invited fans to "air guitar shred" using any object they could find—transforming household items into makeshift instruments while performing to Beartooth's music. This user-generated content strategy tapped into the band's high-energy, accessible brand while creating organic reach that extended far beyond paid advertising. The challenge was designed with low barriers to entry but high creative potential, encouraging fans to showcase personality and humor while demonstrating their connection to the music. By positioning fans as co-creators rather than passive consumers, the activation generated authentic content that amplified album buzz while strengthening community bonds. The TikTok strategy exemplified modern music marketing's shift from broadcast to conversation, turning Beartooth's audience into active ambassadors who drove discovery through their own networks. This approach created exponential reach while maintaining the authentic, DIY spirit that defines both the band's sound and their relationship with fans.
Experiential Storytelling: The Columbus Topgolf Activation
Recognizing lead singer Caleb Shomo's genuine passion for golf, the campaign produced a signature experiential event that felt personal rather than manufactured—a Topgolf takeover in Beartooth's hometown of Columbus, Ohio. The activation merged intimate fan access (meet-and-greets), live performance, and livestream capabilities, creating multiple content opportunities and experience tiers that served both in-person attendees and digital audiences. By choosing Topgolf as the venue, the event reflected Caleb's authentic interests while providing an unconventional setting that differentiated Beartooth from typical venue-based album launches. The hometown location added emotional resonance, positioning the band as rooted and accessible despite their growing success. Production included coordination of performance logistics in a non-traditional space, livestream technical setup for broadcast quality content, and fan experience design that balanced exclusivity with inclusivity. This experiential approach demonstrated that effective music marketing extends beyond digital tactics—creating real-world moments that generate lasting memories, shareable content, and deeper artist-fan relationships while staying true to the personalities that make Beartooth authentic.
Digital Ecosystem & Location-Based Storytelling
The campaign's digital infrastructure included multiple custom websites designed to build anticipation and house content throughout the album cycle—creating dedicated destinations for different campaign phases rather than funneling everything through generic social platforms. Each site served specific strategic purposes: teaser content, pre-order funnels, behind-the-scenes access, and fan engagement hubs. This approach gave Beartooth owned digital real estate that could be designed, messaged, and optimized specifically for campaign goals. The work also included production oversight for the "Riptide" music video, ensuring visual storytelling aligned with broader campaign aesthetics. The campaign's innovative centerpiece was Beartooth's Guide to Columbus on Apple Maps—a curated collection of the band's favorite local spots including restaurants, venues, and cultural landmarks. This location-based storytelling gave fans an intimate window into the band's daily lives while celebrating Columbus as integral to Beartooth's identity. By partnering with Apple Maps, the campaign positioned Beartooth alongside lifestyle and cultural brands, elevating their presence beyond music-only contexts. The guide created evergreen content that served both tourism and fandom, allowing fans to literally walk in the band's footsteps while establishing Beartooth as hometown heroes invested in their community. This multi-platform digital ecosystem transformed the album cycle into an ongoing narrative with multiple entry points, engagement opportunities, and content layers that sustained momentum from announcement through release and beyond.

Credits

Artist
Beartooth

Client / Label
Red Bull Records

Production Company
Team Computer

Producer / Creative
Jennifer Pearl

Beartooth “Top Golf Album Release Activation”

Client
Red Bull Records

Artist
Beartooth

Event
“Below” Album Release Event – June 30, 2021
Top Golf, Columbus, OH

Agency / Production Partner
Team Computer

Executive Producer
Jennifer Pearl

Creative Producer
Scott Slutzky – VP Brand Integration, Red Bull Records

Event & Field Production (Red Bull Media House)
Thomas Smith – Production Coordinator
Kara Barry – Head of Communications (Red Bull)

Technical & Stage Crew
Nic Martinez – Digital Strategy
Shawn Kim – Content Capture
C02 & Confetti Operations – Thomas Smith & Local Crew

Guest Coordination & Logistics
Red Bull Columbus & Radio Partner The Blitz (99.7 FM)
Ronni Loper & Randi – Event Hosts