Martha Wainwright Sings Laura Nyro
Leading digital storytelling for a world premiere concert series
I shaped the branding and owned the social account for Martha Wainwright Sings Laura Nyro at Joe’s Pub, helping drive ticket sales while reflecting the reverence and love behind the project.
Skills & Specialties
Copywriting · Content Strategy · Social Media
Promoting a genre-defying tribute to a legendary artist lost too soon
Opportunity
Martha Wainwright Sings Laura Nyro at Joe’s Pub was conceived by producers Karen Brooks Hopkins and Carol Polakoff, who recognized a powerful artistic throughline between Wainwright and Nyro. They imagined a tribute that would let Wainwright step into Nyro’s emotional world, bringing new perspective to a body of work that has resonated across decades — even after Nyro’s death from cancer at 49.
Because the project was intended to be a limited-run intimate collaboration, the goal was a social presence that offered richer context than what could live on Wainwright’s personal channel. It wasn’t about scale, but substance, giving the tribute a meaningful digital home where audiences could discover more.
Work
I shaped and ran the show’s account (@marthasingslaura), including writing captions and creating assets that could be shared by performers and collaborators.
I researched and curated archival press, interviews, and performance history to help capture the essence of Nyro’s artistry. This storytelling approach was designed to honor her legacy for devoted fans, while also introducing her remarkable influence to new listeners.
Impact
Interest built quickly, contributing to a sold-out opening run at Joe’s Pub and a three-show extension, which also sold out.
The account also became a touchpoint for fans to share what Nyro’s music meant to them, and we heard from people of all ages who were moved to see her legacy celebrated so thoughtfully.