AFA’s Q1 & Q2 2025 Recap: Six Months of Magic Moments

From major cultural moments at world reknown festivals to intimate brand activations in iconic venues, the first half of 2025 has been action packed. Across six months, Artist For Artist® delivered high-impact creative, produced multi-city activations and helped bridge the gap between legendary talent and movements that matter. Here’s a look at some of the moments that defined our year so far...

Highlights from "Take Action x SXSW" produced by Artist For Artist®

Take Action & Fiji House @ SXSW

We kicked off 2025 by creating and producing Take Action x SXSW, a two night, one day cultural activation powered by Artist For Action & Sandy Hook Promise. Our team led festival integration, venue sourcing, booking, talent relations, budgeting, stage production, design, UX, on-site logistics and much more. The programming featured a stacked international lineup of over 50 artists and speakers—including Ginuwine, Aly & AJ, and Everclear—and drew more than 6,000 attendees across two venues in downtown Austin (Mohawk & Empire Control Room & Garage). The event series earned widespread media coverage and set a new benchmark for values-driven presence at SXSW. Read the full portfolio case here.

Fiji House at SXSW, co-produced by Artist For Artist®

At the same time, we created and co-produced the first Fiji House at SXSW for Fiji Airways, a dynamic showcase featuring international talent and spotlighting Fijian culture in a setting that was a haven for festival attendees. Hosted at The Belmont, the multi-day and night experience blended live music, cultural storytelling and culinary design. AFA handled venue sourcing, production, logistics, creative direction, talent booking, programming, partnership, UX and design.

Mark Barden & AJ (from Aly & AJ) at the 2nd annual AFA / Artists & Athletes Dinner

Sandy Hook Promise Activations

Going into Q2, we partnered with Artists & Athletes Alliance and Sandy Hook Promise to produce the second annual AFA/A&A Dinner in Los Angeles, CA. The event brought together key voices in music, film/tv, arts, sports, and impact for a night of shared purpose and strategy.

Steve Ross, Courtney Jaye, Jeff Ross & Seth Green at the 2nd annual AFA / Artists & Athletes Dinner

In May, AFA headed up to Deansboro, NY for the annual Daniel Barden Mudfest, booking talent and handling artist relations, partnerships, programming and performance logistics. We secured a headline set from "Teenage Dirtbags", Wheatus, delivering a poignant close to a day of fundraising, obstacle racing and community activation—all in support of Sandy Hook Promise.

Runners crossing the finish line at Daniel Barden Mudfest 2025, co-produced by Artist For Artist®

Patti Smith at the Sandy Hook Promise Champions Gala

Going into Spring gala season, AFA secured the legendary Patti Smith for an intimate performance that anchored the Sandy Hook Promise Champions Gala in NYC. AFA provided booking, creative direction, artist relations, logistics, donor cultivation and content capture. The performance served as a cultural flashpoint for the cause and helped generate renewed awareness around Sandy Hook Promise’s mission.

Patti Smith performs at the Promise Champions Gala in NYC for an intimate audience

After NYC, the Sandy Hook Promise Champions Gala series arrived in Washington, DC at Union Station Ballroom where Paula Cole gave a stunning and beautiful performance including Paula's massive intergenerational hit "I Don't Want to Wait", reminding all of us we cannot wait to take action...the time is now! Joined by US Senator Amy Klobuchar, Mark Barden and Nicole Hockley, the evening highlighted the important work that Sandy Hook Promise is doing around the country to help prevent future tragedies like the one that occurred at Sandy Hook Elementary School in 2012.

Paula Cole performs on stage at Union Station Ballroom in DC

Three Chord Bourbon: Bi-Coastal Launch

Neil Giraldo & whiskey maker Ari Sussman at the Three Chord Bourbon New York Music Month event, produced by Artist For Artist®.

Immdiately following our work in DC, we launched a bi-coastal activation for Three Chord Bourbon and Rock & Roll Hall of Famer / Founder Neil Giraldo, including sold out gatherings at Power Station Studios in NYC and Morrison Hotel Gallery / Bar 1200 in Sunset Marquis in LA. AFA handled venue sourcing, budgeting, partnership, guest invites, creative production, programming, content capture and event branding. The NYC stop marked Giraldo’s first return to Power Station in over four decades, and the campaign helped position Three Chord as a leader in marrying the worlds of bourbon and music for their Volume 2 launch.

With each of these projects, AFA continues to bring artistry, culture and advocacy into alignment. As we move into the second half of the year, we remain focused on building meaningful experiences that resonate—and making sure the right people are in the room when it matters. If you're in need of a new go-to partner for events, marketing and talent; pop us a message at artistforartist.com