How Macon, Georgia, uses video to attract music fans

No matter what size your budget, you can have a lasting impact with a well-crafted video. Here’s how the city’s tourism team created enduring visual stories.

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Macon, Georgia, has a long, albeit quiet history of developing music superstars. 

Artists including Otis Redding and the Allman Brothers made great music there, yet many outside the city limits were unaware of its musical roots.

The city’s tourism team wanted to change that, so it brought in a couple of young musicians influenced by these great artists to see Macon and connect with its musical history. The visits would be turned into videos that won PR Daily’s Nonprofit Award for Creative Assets, Video. 

“We picked two artists, one that was influenced by Otis Redding and then another who was influenced by the Allman Brothers,” explains Valerie Bradley, vice president of marketing for Visit Macon. The idea was to “document their trip, their journey coming here for the first time, visiting some of the places where they played, museums that are here where people can visit.”

The videos were a chance for Macon not only to honor its heritage but also to inspire other artists to visit and even record in the recently reopened Capricorn recording studios.

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