Old Tone

Old Tone

Multi-year campaign — fundraising, ticketing, awareness

The ask

Old Tone is a roots-music festival in the Hudson Valley that nearly ended — it announced its closing in 2023 and came back only as a non-profit, carried by its local and artist community. A festival like that does not survive on a single headline; its story is an accumulation of players, fields, and people who return every year. It needed that story told in a way that could do real work: move donors, open ticket sales, and keep the thing alive another season.

What we did

We have been filming Old Tone for several years, which is its own advantage — you cannot fake the trust that lets a camera into the quiet moments, and you cannot manufacture years of footage in one season. From that library we build whatever a given campaign needs: a piece to move donors, a piece to launch ticket sales, a piece to carry the message wider. Because the festival's calendar repeats, we shoot with the next campaign already in mind — banking the moment now that a fundraising cut or a ticket push will need months later.

The result

The work has helped Old Tone grow its non-profit donor base and widen its reach, and — the part that matters most for a festival on thin margins — helped sell the tickets that bring it back year after year.


More from this project


Built for social, not cropped for it

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Transcript — Old Tone

Then. This feels like the closest thing that I get to do nowadays is a professional touring musician to like a big musical family reunion. Coming back this year and seeing so many people so enthusiastic that it's back and so supportive of it, gives me a lot of hope that maybe I get to make a yearly pilgrimage for the rest of my days, and Old Tone will be an important stopover every year for me.

It is so special and I feel so lucky to be here. Yeah, feeling of community like this soulful heart connection to people. It's so chill and it's not stratified like other music festivals where you got like, well, this is where the fancy famous people get to hang out and then you be level. Artists are over here and the the fans are stuffed over there. It's like everyone's just hanging out and it's just a real it's a real refreshing reset for me to come to Old Tone and just remember why I got into doing this stuff in the first place, so I love it.

I feel overjoyed, overtired and proud of everybody. Seeing people rolling around, pumping water back and forth and doing tasks that you couldn't pay me to do. Just doing it with a smile on their face all weekend long, holding tents down and 70 mile an hour winds to have everybody pulling together and and doing it all so well. And what such great, great attitudes and intentions.

And this is, this has been like the best one. So people just driving in, everyone just had the biggest smiles on their faces. And it was like people we haven't seen in two years just getting getting out and hugging each other, not even putting their cars in park, just just jumping right out and wanted to embrace and just be a family again.

I have a bunch of friends who have started festivals, and it's a really hard thing to pull off to sort of create the perfect vibe. And, and all the times that it's all artists and musicians and old friends, and it's been a really neat vibe here. Yeah, we love coming here. So I'm so glad it's back is the world and it was a kick ass year this year. I really do hope it keeps going. And I and I think people should donate and I think it's a really it's a really great opportunity for great music to happen outside of the music industry world, where it's all just kind of popularity contest.

I mean, I think that anyone that can donate anything, whether it's, you know, supplies or donate money to the foundation or whatever they can do just to help keep this thing going, because it really is a community run music festival. Everybody's got to play a little part, ensuring that things like this continue to exist. And I hope that that more and more people continue to jump on board and throw some weight behind it and, and make sure that this thing never goes away.

Transcribed from the delivered film.

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