Indie singer/songwriter Emilee Moore made a bold statement at this year’s Coachella festival by performing her new single “Hanging On” multiple times from a custom billboard located along the route from Los Angeles to Indio. The activation was part of Moore’s mission to help those struggling with heartbreak, love lost, and desperation feel less alone. Moore’s inspiration for the billboard came from her own experiences with heartbreak, where she often looked for signs to make her feel less alone. The billboard also featured a huge broken heart created from fan-submitted items that they are still “hanging on” to from past relationships.
The activation was met with a positive response, with many passersby capturing photos and videos of Moore’s performance. The song has reached 150,000 streams across platforms, thousands have shared her performance, and the sound charted on Instagram’s trending sounds with over 6,000 usages since its release. Moore and her label Th3rd Brain also captured drone footage of the performance, which will be used for a new music video. Moore left tiny billboards with messages of encouragement around the Coachella grounds and continues to build community across her social channels.
Moore’s goal with her music and performances is to create a space where people feel safe and understood, where it’s okay to feel sad and vulnerable. She aims to be as real as possible on her socials, which has created a special connection with her fans. People feel safe to come and talk to her about things and send her direct messages. This real social connection helps her fans feel less alone and open up about their own struggles with heartbreak and love lost.
The activation at Coachella was the culmination of a lot of planning and a hefty dose of goodwill from Moore. She wanted to do something grand to help people feel less alone, and the idea of a billboard on the way to Coachella seemed like the perfect way to make a statement. The billboard was not only a physical manifestation of Moore’s own experiences with heartbreak but also a way to incorporate fan submissions and create a more powerful and meaningful experience for everyone involved.
The performance on the billboard was a way for Moore to connect with festival goers and passersby in a unique and meaningful way. The activation was a representation of Moore’s commitment to helping others through her music and performances, creating a safe space for people to feel their feelings and open up about their struggles. Moore’s connection with her fans goes beyond just music, as she continues to build a community of support and understanding across her social channels, allowing people to feel less alone in their own experiences with heartbreak and love lost.
