Gillian Jean Creative had the pleasure of returning to the John Coltrane International Jazz & Blues Festival for its 15th anniversary, a milestone celebration honoring the legacy of one of jazz’s greatest icons in the place where his musical journey began: North Carolina.
For the second year, GJC led the festival’s digital marketing strategy, focusing on organic storytelling, engaging video content, and bringing the energy of the festival experience to life online. From directing on-site content capture to coordinating artist interviews, the goal was to make audiences feel connected to the music, artists, and community both on and off the festival grounds.
This year’s lineup featured Ravi Coltrane, Ledisi, The Wooten Brothers, and many more.
Coltrane JazzFest saw a second year of significant organic social growth. After organic reach grew by more than 154% during the 2025 campaign, organic Facebook watch time nearly tripled in 2026, rising 189% year over year. This led to a 300% increase in click through traffic to the festival website from 2024-2026.
Storytelling around the festival built anticipation, opened the door to more partnerships, and encouraged more creators to spread the word. The campaign also helped bring in more first-time festivalgoers, many of whom shared their experiences on social media and said they looked forward to returning!
It was an honor to help share the music, the moments, and the legacy with audiences everywhere.
