We were lucky to catch up with Cassidy Wurtz recently and have shared our conversation below.

Cassidy, appreciate you joining us today. Can you talk to us about a project that’s meant a lot to you?

During the middle of the pandemic, when many of us were struggling with sudden changes, a group of friends and I decided to create something meaningful for our community. We had all been unexpectedly let go from our roles at the college radio station, leaving us with a void and a shared desire to continue celebrating music, arts, and culture in San Luis Obispo. That’s when .wavzine was born.

.wavzine was more than just a digital publication; it was a labor of love, a platform where we could showcase local artists, musicians, and creatives who often flew under the radar. With the world in lockdown, we saw an opportunity to foster a sense of community virtually. We interviewed artists, reviewed albums, and shared stories that celebrated the diverse talent in our area.
Simultaneously, our work at Shabang Music Festival echoes this ethos. Since 2014, Shabang has been more than just a music festival; it’s a movement to spotlight the hidden gems, the local artists and bands who deserve recognition. We work tirelessly to curate lineups that blend established indie and electronic acts with emerging talent, all with the goal of highlighting up-and-coming artists.

Through .wavzine and Shabang, we aim to create spaces where artists feel supported and celebrated, uplift the voices of our community and provide a platform for self expression. And today, Shabang and .wavzine continue to be an important part of the San Luis Obispo community, a beacon for local artists and a hub for the Central Coast music and arts scene.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I entered the creative industry through my love of DIY shows in San Diego and SLO, coupled with my interest in film at the age of 17. Working as a production designer for a feature in high school, which in turn earned me an IMDB rating, inspired my passion for design and propelled me into the industry. This journey ultimately led me to dive deeper into creative work and co-create .wavzine, a platform dedicated to spotlighting emerging talent in San Luis Obispo.

Now, at 25 years old, I am an Associate Creative Director at Creative Riff. I focus on bringing experiences to life through immersive experiences, pop-up shops, and creating real-world connections for brands. I’ve had the privilege of working with top clients like NBCU, Hulu, FX, ABC, FOX, Disney, and more. Last year, I was the Creative Director for sponsor activations at BravoCon for brands such as Lay’s, Wayfair, Wendy’s, Clorox, Carnival Cruises, SharkNinja, State Farm, and others. Additionally, I had the opportunity to work on a New York Fashion Week pop-up shop with FOX.

As a partner and Branding Director at Shabang Music Festival, I oversee the full design team, managing all creative assets including lineup posters, website design, merchandise, and creative campaigns. I’m proud to have played a significant role in elevating Shabang’s branding and creating memorable experiences for festival-goers.

Prior to my current roles, I gained valuable experience in project management at WMA on the design team, where I worked with clients such as Interscope, Republic Records, Netflix, and Sony Music. I’ve also delved into freelance production design, working on music videos for artists like Kevin Gates, Will Clarke, Zed’s Dead, and events such as Bella Thorne x Content X and the Fast & Furious Pre-Party.

My work is a fusion of innovative design, strategic thinking, and a deep understanding of the entertainment industry. I’m dedicated to creating experiences that resonate with audiences, whether it’s through immersive brand activations, exciting music videos, or producing live events. My goal is to continue pushing boundaries and creating meaningful connections between brands, IPs, artists, and audiences.

How did you build your audience on social media?

After a period of crashing on my sister’s couch in Los Angeles, I found myself picking up various production gigs to make ends meet. It was during this time that I decided to start sharing my interest in psych rock and garage rock artists on TikTok. One day, a TikTok highlighting my ‘Acid Western’ playlist went viral, drawing the attention of a Creative Director in the industry. This moment led them to discover my Instagram, then my website, and eventually reach out to me. This unexpected connection resulted in a freelance opportunity for Comic Con for Creative Riff.

With my ‘Acid Western’ Spotify playlist amassing 9,000 followers, it became a testament to my passion for music and its profound ability to forge connections. This journey not only deepened my love for music curation but also swung wide open the doors of opportunity in the creative industry. A year down the road, after collaborating on numerous freelance projects with Creative Riff, I made the leap to join them full-time. This pivotal experience underscored the significance of authenticity and passion in cultivating an audience. My heartfelt advice to those embarking on their journey is clear: be genuine, share your passions, and let your personality illuminate your path. You never know the extraordinary opportunities that may come from staying authentically true to yourself.

What’s the most rewarding aspect of being a creative in your experience?

The most rewarding aspect of being a creative, for me, lies in the ability to craft communities and meaningful experiences for others. Through live events, festivals, and immersive experiences, I find joy in bringing people together and creating spaces where memories are made. Collaboration is another deeply fulfilling aspect, as it allows me to work alongside other creatives, drawing inspiration from their unique perspectives and talents, while also sharing my own. Over the years, many of the individuals I’ve had the pleasure of working with have not only been coworkers but have turned into some of my best friends.

Contact Info:

• Website: thirteenfridays.com
• Instagram: thirteen_fridays
• Linkedin: https://www.linkedin.com/in/cassidywurtz/
• Other: shabangslo.com wavzine.com