Case Study

Summer JAM 20th Anniversary Concert Metlife Stadium + BPM-PR Firm Case Study

Summer Jam is the annual hip-hop fest held in East Rutherford, New Jersey and sponsored by New York based radio station Hot 97FM. Normally held in June, the concert features the most popular acts that hip-hop and R&B have to offer in a particular year. HOT 97 (WQHT FM) is the world’s first all Hip-Hop station and has held the dominant position in New York for over ten years. HOT 97 is best known for its celebrity on air talent, such as Angie Martinez (Grammy nominated artist) and Funkmaster Flex (television host, multiple gold records), as well as being the world’s premier source for Hip Hop music culture. HOT 97 TV is an online and mobile destination for original web series, celebrity content, concerts and music videos. The concert is held annually at Metlife Stadium holding 50,000 people. The main stage lineup included musical artists Nicki Minaj, Chris Brown, Mariah Carey, Lil Kim, Emmanuel, Wu-Tang Clan, Kendrick Lamar, ASAP Rocky, Miguel, Chris Brown, 2 Chainz, French Montana, Wale, Fabolous, and Joe Budden. The Festival Village, geared more toward up and coming artists, promises performances by Action Bronson, Joey Bada$$, ASAP Ferg, Smoke DZA, Vinny Cha$e, Troy Ave, Kid and Ink.

Business Situation

Business Situation

Hot 97 approached BPM-PR Firms Event PR Division for first time ever outside PR assistance with their 20th Anniversary concert. The famed NYC radio station for Hip Hop and R&B stated clearly that they had never hired an outside PR firm for the concert in all of tis time in existence. They knew of BPM-PR Firm as a serious player within the events field and wanted to pull in additional assistance to help their in house 2 person PR team. They wanted the press to take them much more serious than in past years and acquire press such as New York Times instead of simply hip hop and music bloggers. They also needed on site assistance for press check in, sectioned press seating at the event in sky boxes located on two floors within the building, assigned press stickers throughout the stadium, and more. Hot 97 also needed press assistance and excitement for the artist line up announcements as well as the festival village prior to Summer Jam for up and coming artists.

Our Solution


BPM-PR Firm’s Event Division speedily went to work and fully blasted all of our elite Music contacts and entrepreneurial spotlight contacts. This not only drummed up music press, but also serious NYC and Business press and spotlights for the general manager and also the marketing manager for Hot 97. We worked through the process of assigning a deadline date for press to submit their request for attendance sheet. We received will over 700 media requests for the event in which we had to Vet and ensure that each attending media contact would provide Hot 97 with the biggest bang for their buck. We arranged for all media to provide pre coverage in order to gain attendance to the concert and also promise post coverage as well. The process was run flawlessly.

On site all press were directed to press check in run by BPM-PR Firm, with Event PR Division team split in various places throughout the event, our staff worked to guide press to and from celebrities at the Festival Village. Check in at the press gate went exceptionally smooth and we were able to also vet a slew of fake media crashers and call security as they arrived. Our team also seamlessly managed seating 70 elite press members within skyboxes holding 10 each.

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