Playground Music – Jakob Ogawa EU Tour Strategy

Sector: Music / Event Marketing / Cultural Activation

In partnership with Playground, afterglow developed a full-scale concert promotion strategy for Jakob Ogawa’s 2025 Germany tour—covering Berlin, Cologne, and Hamburg. The campaign was designed to reflect Jakob’s dreamy, intimate aesthetic and focused on building deep, grassroots connections with his fanbase.

Our work included:

• City-specific activation tactics like secret pop-up performances, open mic nights, and ‘Dream-Pop Hangouts’

• Collaboration with local artists and street art campaigns

• Influencer engagement and community seeding

• Zine drops, QR-driven street marketing, and curated Spotify playlists

• Tactical partnerships with local tastemakers and music media such as Groove Magazine, IndieBerlin, and Reeperbahn Festival

The result was an immersive fan journey that elevated Jakob’s brand presence and positioned him as a standout live act in the European dream-pop scene.