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
The highlight was the recap video—short, raw, and full of love for the Eastside. It included scenes from the event, music performances, and Katrina speaking on why she started it all. The video traveled quickly across local feeds and gave the event a kind of second life online.
THE RESULTS
The Lessons
This project reminded me that with the right message and the right people, you don’t need perfection. You just need purpose.
- A clear story and consistent content can carry a campaign
- Community trust matters more than paid ads
- Even a little bit of visibility can shift what’s possible for underrepresented creatives
- Collaboration over competition wins every time
COVID-19 paused the momentum we were building, but the spirit of the Workshop lives on. It proved what we already knew: the Eastside is full of talent. It just needs the mic sometimes.
Final Thoughts
Why It Mattered to Me
I’m from the Eastside too. So when I helped cover this event, coordinate vendors, and lead the social push, it wasn’t just another gig—it was personal. I saw myself in the artists we featured. I recognized the grind, the creativity, the community.
This event gave me a chance to use my skills—video, storytelling, content strategy—for something that felt bigger than content. It was about pride, representation, and building something real for a part of Atlanta that doesn’t always get the spotlight.
The New Atlanta Workshop wasn’t just a successful night—it was a proof of concept. You don’t need big names or big money to make something beautiful. You just need intention, community, and a little bit of hustle.
For one night, the Eastside got to celebrate itself—and that made all the difference.
