As a spring chicken in her marketing career, Paricia interned at C3 Presents / Live Nation as a Festival Marketing Intern. There, she pitched a $10K Local BIPOC Strategy Proposal to top leadership for Austin City Limits Festival 2023. She successfully secured three influencer deals for local event curators and booked Black talent at the Bonus Track Stage. 

Inspired by words from Joe Kay of Soulection Radio, Disconnect to Reconnect was born from Paricia’s personal connection to music, wellness, and community. As a part-time DJ with deep respect for those who build culture through sound, she was moved when Kay shared his need to step back in order to realign—saying, “Sometimes you have to disconnect to reconnect.”

This sentiment mirrored an earlier experience Paricia had while living in Sayulita, Mexico, where she led weekly creative writing circles. A local wellness organization, Enforma, recognized her as “a healer in the community” and invited her to an intimate retreat with other practitioners. That moment showed her the power of surprise and delight—a strategy that turns small gestures into meaningful impact.

The campaign’s title carries a double meaning. While reflecting on Austin’s ACL Festival, Paricia noticed a disconnect: Black and Brown creatives—especially DJs, promoters, and event curators—were largely missing from the festival’s narrative. This campaign aimed to bridge that gap and reconnect local tastemakers with a community that, at its core, shares a love for music.