SILKROAD
The Project:
Social media management, content creation, & promotional asset design for Silkroad, the non-profit arts organization and touring ensemble founded by cellist Yo-Yo Ma and led by Artistic Director Rhiannon Giddens.
The Timeline:
March 2025—March 2026
The Outcome:
2025 saw massive expansion of Silkroad’s digital community and increased engagement from its core audience. Across Facebook and Instagram, the ensemble achieved over 5 million total views and nearly 430,000 interactions, signaling a landmark year for Silkroad’s online presence—an over 200% increase from year to year.
Silkroad also received a full suite of curated marketing assets—photos, videos, and graphics—to be used for touring projects and major programs, including the American Railroad tour, album, and podcast; Silkroad’s Global Musician Workshop in Boston, MA and Hangzhou, China; and Sanctuary: The Power of Resonance and Ritual, Silkroad’s latest flagship touring project.
Social Media Management
We managed Silkroad’s Facebook and Instagram profiles with a focus on increasing audience engagement, developing brand consistency, and reaching new audiences. This included at least three posts a week, creating content from new and existing materials for an audience of over 150,000.
Year-over-Year Key Stats
Content Interactions
Profile Visits
New Followers
Reach/Discovery
584.6% Increase
80.4% Increase
763.2% Increase
*
*Due to missing data before February 2025, YoY cannot be calculated.
100% Increase
11% Increase
*
157.8% Increase
Content Creation
We worked with Silkroad to develop a constant stream of video content, including a series of interviews, informal rehearsal footage, and tour-specific promotional assets using B-roll footage.
Our approach is a careful balance of being confident enough to jump in to capture a special moment while also knowing when to step back so as to not disturb the artists’ creative process. Whether filming on stage or navigating interviews, our priority is that the artists feel fully comfortable and safe.
Graphic Design
With a slew of touring projects, concerts, and community programs, Silkroad needs a strong visual identity with a cohesive overall brand, while still maintaining unique identities for each program. We designed posters, informational banners, social media graphics, and more, outfitting Silkroad and its collaborators with promotional graphics in various formats to be used across print and digital platforms.
Photography
In advance of their debut tour of Sanctuary: The Power of Resonance & Ritual , the Silkroad Ensemble needed new promotional photos of the Ensemble gathered together. Captured during a rehearsal period, we maximized a small window of time to capture solo and group images of the artists using a flexible, traveling photography setup.
