2022 Collective Arts & Culture Marketing Project

Creativity and culture are the foundation of resilient communities. The goal of the 2022 Collective Arts & Marketing Project is to highlight the impact of the collaborative, resilient, and innovative role arts and culture organizations have in our community. 

Project Background

The 2022 Collective Arts & Cultural Marketing project, facilitated by the Roanoke Cultural Endowment (RCE), in partnership with the City of Roanoke, utilized American Rescue Plan Act (ARPA) grant funds as an investment to develop collective storytelling tools around collaborative arts and cultural events, strategies, and challenges.

The ARPA funding was used to produce six episodes of BUZZ, a Roanoke-based public television show that features nonprofit organizations receiving pro bono marketing resources. This 6-part series highlights the innovative and engaging nature of arts and cultural organizations as well as the contributions of the arts and humanities.

The goal is to benefit the entirety of the arts and cultural community in the City of Roanoke through a recovery and resiliency marketing project. Shaleen Powell

Executive Director of the Roanoke Cultural Endowment.

About Buzz

All six (30-minute) BUZZ episodes are produced in partnership with Buzz4Good whose content is currently shown on Blue Ridge PBS. Buzz4Good engages local advertising talent in providing marketing expertise and resources around specific needs for nonprofit organizations. Buzz4Good also supports the episodes using additional media offerings including radio, podcast, and online stories as part of the overall marketing strategy.

Episodes 1 & 2:  Roanoke Arts Pop!

The initial two episodes in the series showcase the array of arts and cultural organizations participating in Roanoke Arts Pop! hosted by the Taubman Museum of Art on March 4-6, 2022. This weekend-long event spotlights 35 arts and cultural organizations that bring joy and vibrancy to Virginia’s Blue Ridge region.


Episode 1: Roanoke Art Pop! Preview

The first episode previews Roanoke Arts Pop! and focuses on attracting visitors to attend.  Original airdate: February 23, 2022.

Episode 2: Roanoke Arts Pop! Feature

The second episode covers the actual event, promoting participating organizations as well as future years of Roanoke Arts Pop! The goal is for Roanoke Arts Pop! to grow into an anchor annual event.  Original airdate: March 23, 2022.

Episode 3: Arts in Healthcare

The third episode in this series centers around the various Healing Arts in Roanoke, focusing on how the arts contribute to creating a healthy community.


Episodes 4-6:

The remaining episodes in this project series are taking shape and will likely focus on collective efforts such as Arts in Education, the Arts Role in Economic Development and Tourism, Long Term Endowment strategies and need, the Year of the Artist, and/or the overall identity of Roanoke Arts and Culture.

Thank You

Many thanks to the following individuals who served on the Advisory Team to help oversee the work on this Collective Arts & Culture Marketing Project. Their unique perspectives, guidance and support of this project is greatly valued as we work toward raising awareness of the arts and cultural sector as a vibrant contributor to the community in pandemic recovery.

  • Jeremy Butterfield, Roanoke Arts Commission, Member
  • Catherine Fox, Visit Virginia’s Blue Ridge, Vice President of Destination Development
  • Michael Hemphill, Buzz4Good, Creator and Host
  • Douglas Jackson, City of Roanoke, Arts & Culture Coordinator
  • Cheryl Mosley, Roanoke Cultural Endowment, Board Member
  • Shaleen Powell, Roanoke Cultural Endowment, Executive Director

Special thanks goes out to the Roanoke Arts Commission for advocating for the arts and administering this grant opportunity.  The arts help us express our values and build bridges between cultures. The arts are also a fundamental component of a healthy community strengthening social, educational, and economic benefits that persist even in difficult social and economic times.