So What’s Next?

Together with Muziekgebouw Eindhoven we organised the seventh neon-lit edition of the renowned jazz and beyond So What’s Next? festival. PAPERJAM was asked to take care of the entire promotion and visibility of the outdoor part of the festival.

The process started in the summer of 2019 when the Muziekgebouw Eindhoven asked us to make detailed plans for the seventh edition of the festival. This led to writing a grant application for the BIZ Eindhoven. The plan included the important component of a So What’s Next? community, to involve the entire city in the festival. Although the festival previously had performances in various places in the city center, we wanted to expand this further and make it completely free of charge. Another important part was ensuring that everyone in the city center would know the festival was taking place. That’s why we chose to build unique light objects to make sure people would recognize the locations of the shows.

So What’s Next? Community

In addition to the light objects, we made the choice to involve the entrepreneurs in the city center. Just like at a normal music festival, eating, drinking and shopping play an important role in the entire festival experience. We also wanted to incorporate that part into So What’s Next? festival. By working together with a dozen entrepreneurs, we made sure they would benefit from the festival as well. To become part of the So What’s Next community, visitors could pick up a pin at one of the 40 locations. We chose the recognizable question mark from the So What’s Next? logo. With this pin you could visit over 50 jazz acts for free, but also receive nice gifts and discounts.
We also wanted the stores to invite their customer base so we could connect the customer groups of various entrepreneurs. We wanted to invite people in a different way than just giving them a flyer or sending them an invite; that’s why we came up with the pin as a small gift to make people feel part of the community.

The festival

After a few months we received the good news that the application had been fully granted and we could start with our plans. It led to a very successful edition of the So What’s Next? festival with acts from all over the world, playing all over Eindhoven. We welcomed over 80 acts; 18 acts on Friday, 31 acts on Saturday and a total of 36 acts on Sunday. By receiving the grant we were able to ensure that no fewer than 50 of these acts could be visited free of charge.

In 2020 we had to turn the festival into an online livestream festival, due to the covid-19 measurements. The livestreams are still available at the So What’s Next? website. We hope to see you again in October 2021.

Many thanks to the shops, restaurants, cafes and hotels in Eindhoven: Paterskerk (DomusDela), Meneer Frits, Heuvel, de Bijenkorf, Van Piere, Van Moll, Brandstore, Piazza, Warehouse of Innovation, Emma’s District, Vielgut, Ace & Tate, Skins Cosmetics, Hutspot, Hoogste Tijd, The Student Hotel, DENF, Van Abbemuseum, Altstadt Eindhoven, Fifth-NRE, Thomas Eindhoven, Club Rouge and Oude Rechtbank.

Video by Dirk de Graaf Photos by Max Kneefel, Mark Richter and Johan Moeskops

Muziekgebouw Eindhoven

Grant application
Marketing strategy & coordination
Social media
Outdoor campaigns Visual activations

Muziekgebouw Eindhoven
25+ restaurants, cafes, hotels & stores


Press “Zelfs de stripclub is een jazz tempel op So What’s Next? in Eindhoven.” - Eindhovens Dagblad

North Sea Jazz
Mojo Concerts
Van Lennep


 PAPERJAM Creative Agency   
Fuutlaan 12D - 5613 AB Eindhoven