The Show Must Go On
The Client
Swing Street, a jazz combo based in Lancaster, Pennsylvania
The Brief
Establish an online presence from scratch that was easy to maintain, but effective enough to increase bookings and command higher rates.
The band had been rejected from venues due to having no web presence, and fans had no reliable way to find their schedule.
Phase 1: Building the Foundation
I kept the solution appropriately lean: a simple website with social links, an About section, a Calendar section, and a direct booking path via Facebook Business Messenger. Multiple band members were trained to manage the page independently.
Over the next four years, live performance revenue increased 250%.
Phase 2: The Pandemic Pivot
2020. Every live venue closed overnight.
Under my advisement, Swing Street adapted their content strategy entirely:
• Live performances replaced with pre-recorded concerts for broadcast distribution
• Post-show social content replaced with short performance videos and local artist collaborations
• Rehearsal energy redirected into studio albums and singles released on CD and streaming platforms
I handled the full production side: recording audio and video for live performances, mixing, mastering, and producing an album and six singles, and releasing them to streaming platforms. I also designed the album art.
Results
250% increase in live performance revenue over the following 4 years (pre-pandemic)
7,000+ streams generated from pandemic-era releases
$20,000 in revenue from albums and video performances since 2020
Secured a year-long house band contract at a local restaurant from 2021-2026
Nominated for Best Jazz Band, Central Pennsylvania Music Hall of Fame (2019 & 2020)
