STRATEGIC PARTNERSHIPS

More than the sum of their parts

Vans x Record Store Day

On the 12th anniversary of Record Store Day, the world’s largest one-day music industry event, Vans and the iconic Chicago record store, Wax Trax! Records, joined forces for a U.S. documentary film tour and soundtrack release celebrating the industrial rock label’s legacy as a cultural touchtone that pushed social and artistic boundaries while influencing the trajectory of underground music. 

Approach 

• Creation of partnership strategy, budget, timeline, content, structure, responsibility assignments and detailed schedules. 

• Production of multi-city concert tour reuniting the 90s-era band, Ministry. 

• Design and scripting of panel discussions and design of event venues across six cities. 

• Secured regional and national print, digital, and broadcast coverage for both brands. 

“Valerie brings strategy and project management skills that have made our partnership ”

— Brooke Burt, Director of Lifestyle Division, Americas, Vans

Results 

• The Vans x Record Store Day collaboration in 2019 united generations of vinyl and rock fans at record stores and indie venues across North America. 

• The campaign successfully captured the spirit of independent record stores at their core through the story of Wax Trax! Records’ pioneering role as a safe communal space for non-conformists and LGBTQI+ youth.

• International media coverage. 

• Ongoing social media conversations