RISE//DEL had the lineup already. Artists, creators, founders, label heads and VCs across three days. That range is the product and it was also the problem, because a conference that speaks to everyone, makes every buyer work out which parts are theirs. With just 8 days, we stopped selling RISE as a whole, but split it into three target groups instead. Artists, creators and founders each got their own campaign, with copy written to that group's ambition and the sessions and speakers that served it.