Case Study: First Ever Performance at the Port of Montreal’s Observatory Tower with Banx & Ranx and Mixmag
Introduction
In September 2023, Evergreen founder Damiano Pulcini, during his time at Universal Music Canada, led the production of a project that would make history for both the city of Montréal and the duo Banx & Ranx.
The vision was ambitious: stage the first-ever live music performance at the Port of Montreal’s Observatory Tower, capture it in cinematic quality, and partner with Mixmag — the world’s most influential dance music publication — to broadcast the moment globally.
What began as a bold idea quickly became a landmark achievement, blending event production, content strategy, and international media partnerships into one seamless campaign. More than a performance, this was a cultural statement, designed to spotlight Banx & Ranx’s evolution and introduce unreleased music to the world in a way that felt fresh, innovative, and unforgettable.
The Strategy
Designing a project that would:
Stage the first-ever filmed music performance at the Port of Montréal’s Observatory Tower — a stunning location that had never hosted a live performance.
Partner with Mixmag, one of the world’s most influential dance music publications, to distribute the performance across their global platforms.
Tie the performance video to Banx & Ranx’s upcoming release cycle, spotlighting unreleased material including “I’m A Mess”.
Build a content pipeline: full-length performance, social cutdowns, behind-the-scenes content, fan communications, and editorial promotion.
This wasn’t just an event. It was designed as a multi-phase campaign asset — taking cues from industry-defining rollouts like Chase & Status’ Boiler Room set.
The Execution
Damiano oversaw the project end-to-end, acting as the point person across artists, label departments, venue, and industry partners. Key responsibilities included:
Concept Development — Conceived the project, built the strategy, and pitched it internally with a clear plan for ROI and cultural impact, backed by research and competitive benchmarking.
Location Scouting — While based in Toronto, I discovered the Port of Montreal’s Observatory as an untapped venue. It became the first-ever music production at the space; even the video team remarked on how remarkable the setting was.
Partnership Management — Established and nurtured the relationship with Mixmag, negotiated terms, and secured their buy-in to spotlight Banx & Ranx on their global channels.
Artist Buy-In — Persuaded Banx & Ranx to embrace this innovative approach, encouraging them to step outside their comfort zone and move quickly to be the first to activate the venue.
Production Leadership — Hired and managed the full video team (including drone, stationary, and roaming videographers), sound tech, and lighting. Ensured delivery of both the full set and social cutdowns within days of filming.
Operational Management — Negotiated venue rental, handled all permits, certificates of insurance, rental agreements, and contracts with the City of Montréal.
Cross-Functional Coordination — Acted as the central communicator between legal, venue, artists, video crew, and internal teams to keep the project on track.
Content & Fan Engagement Plan — Outlined the rollout strategy for Mixmag content, fan newsletters, and follow-up activations to keep momentum beyond the event night.
The Results
Created a historic first performance at one of Montréal’s most iconic spaces.
Delivered a global editorial feature on Mixmag’s YouTube (1.81M subscribers) and Instagram (964K followers).
Produced a rich bank of content — full-length set, social clips, and behind-the-scenes material — tied directly to the release of “I’m A Mess”.
Showcasing relevant brand partnerships outside of Mixmag, with Montréal-based streetwear brand Le Cartel dressing Banx & Ranx for their set and offering support on their social media profiles.
Strengthened Banx & Ranx’s global positioning within the electronic scene while reinforcing their reputation as innovators.
Final Thoughts
The Banx & Ranx x Mixmag project represents more than just a live performance — it’s an example of how strategic thinking, creative risk-taking, and precise execution can transform a single idea into a cultural milestone.
By reimagining what a performance video could be, I not only introduced Banx & Ranx to a new audience but also demonstrated how the right partnership and venue choice can elevate an artist’s narrative on a global stage. From negotiating with international media outlets to convincing artists to embrace innovation, to managing city permits and production logistics, this project proved the importance of holistic leadership in music marketing.
The impact lives far beyond one night. The content continues to serve Banx & Ranx as an evergreen asset, fueling release campaigns, engaging fans worldwide, and solidifying their place in conversations alongside top-tier electronic acts.
For Evergreen, this project underscores a guiding philosophy: when creativity, strategy, and execution align, music marketing becomes more than promotion — it becomes cultural storytelling that leaves a lasting imprint.
