Social-Creature.com

In the winter of 2007, during my tenure as the Marketing Director for Los Angeles-based event creations company, The Do Lab, I came up with the idea to create an online arts and culture publication. The result became The Do Lab Artist Network. As an independent concert promotion company responsible for some of Southern California’s most high-concept nightlife events and music festivals, includingLightning In a Bottle, the Do Lab would consistently collaborate with cutting-edge musicians, artists, fashion designers, and more to bring their events to life. The intention for the Artist Network was to create a platform to share the latest output from these artists with the Do Lab’s community, and to extend the Do Lab event experience into the digital space.

Beyond spotlighting individual creators, issues of the Artist Network featured — and at times instigated — creative collaborations between fashion designers and photographers, musicians and visual effects artists, video makers and performers, and more.

What began as an idea for quarterly arts and culture newsletter laid the foundation for the content strategy approach on the Do Lab website.