Elevating Eastside Culture:
New Atlanta Workshop
NICOLE GRANT
Introduction
In East Atlanta, where art events and creative spaces are few and far between, local artists and entrepreneurs often find themselves pushed westward in search of visibility and opportunity. Seeing this gap, community organizer and Stone Mountain native Katrina Jarrell launched The New Atlanta Workshop—a two-part, free-to-attend fundraiser and arts showcase rooted in a simple but powerful call to action: Do It for the Culture. The goal was to uplift local talent and celebrate the Eastside’s creative spirit, all while building momentum for future events.
THE CHALLENGE
The Eastside has talent, but not a lot of platforms. We had to build one from the ground up. We were promoting a brand-new event with no big sponsors, limited resources, and very little time. Our goals were simple, but ambitious:
- Raise $500 to support the next event
- Secure local artists, vendors, and performers
- Spread the word and build real buzz in the neighborhood
THE Approach
We knew from the start: this had to be grassroots, Eastside-powered, and built with love.
Messaging that Mattered:
“Do It for the Culture” became the heart of everything. It was more than a theme—it was a mission. The phrase spoke directly to our audience: Black artists, young creatives, entrepreneurs, and the everyday people who make East Atlanta what it is.
Local-First Strategy:
We hit up everyone we knew—anyone on the Eastside creating anything. There were painters, comic book artists, people who made jewelry, candles, visual art, music, photography—you name it. If you had a creative hustle, we wanted you in the room. I helped with vendor outreach, coordinated with artists, and secured a venue that felt like us.
Social Media & Event Coverage:
I led photo and video coverage of the event, capturing interviews, performances, and behind-the-scenes moments. We pushed everything through Instagram and Facebook with consistent updates, countdowns, and reposts. The recap video, featuring Katrina and footage from the event, became a hit in the local community—it gave people a glimpse of what they missed, and a reason to come to the next one.
Social wasn’t just a promo tool—it was the stage before the stage.
Collaborative Energy:
From the marketing to the performances, everything was Eastside-curated. Friends pitched in with what they had—film gear, flyer designs, speaker systems, rides. It wasn’t polished, but it was real. And that’s what people connected with.
The Content
A multi-video content rollout, including:
Recap Video
A short recap video of the event featuring an interview from the events creator and video shots from the event. The video became very popular in the East Atlanta area, and the event was held as a success. A second New Atlanta Workshop was held
THE RESULTS
The Lessons
- Hype matters, but heart matters more. When people believe in what you’re building, they show up.
- You don’t need a massive budget—just a clear message and a consistent plan.
- Donations work best when they’re simple and tied to something meaningful.
- Highlighting local voices is one of the most powerful tools in any campaign.
Final Thoughts
The New Atlanta Workshop showed that with the right mix of storytelling, strategy, and soul, you can create something meaningful—even without a big stage. We didn’t just raise money; we created a platform. A place for artists, vendors, and community members to be seen, celebrated, and supported. The Eastside has something to say—and this was just the beginning.
