W—01
Event Production / Nightlife
Harlem House Party at The Calaveras
We went viral on Posh — 600 RSVPs and 200+ attendees at The Calaveras bar in Harlem. A packed room, a real community moment, and a night the venue is still talking about.
A Full-Service Youth Marketing Agency — NYC
backspace is a youth marketing agency.
A full-service studio helping you connect with Gen-Z in impactful ways.
§ 01 — The Shift
Gen Z is $450B in spend — and they're looking for community.
At Backspace, we pair deep qualitative research with community events to bring Gen Z straight to your brand.
§ 02 — Research Services
Qualitative research, built for Gen Z.
We go beyond surveys to uncover how young consumers actually think, behave, and buy — turning insight into strategy your brand can act on.
Methods
- ✦Gen-Z participant recruitment
- ✦In-person interviews with Gen-Z consumers
- ✦Digitally moderated interviews
- ✦Focus groups (in-facility & video)
- ✦In-person ethnography
- ✦Mobile ethnography
- ✦User segment deep-dives & persona development
- ✦Online bulletin & discussion boards
- ✦Video & mobile diaries
- ✦Semiotics analysis
- ✦Cultural & trend analysis
Industries
- Retail
- Tech Industry & Products
- Entertainment
- Education
- Food & Beverage
§ 03 — Recent Partnerships
Recent Partnerships.
W—02
Community / Partnerships
Fandom Watch Party Series at Tiny Cupboard
We identified the opportunity and leaned into fandom to build a recurring watch party series — 200+ engagements on the bar's socials, 20+ guests every Sunday (a previously slow night), and a new community of engaged viewers giving real feedback back to AMC.