Portfolio of Jesse Heinzen

First Avenue: Stories of Minnesota’s Mainroom
Exhibit and Communication Media
Minnesota History Center, St. Paul - 2019

First Avenue: Stories of Minnesota’s Mainroom celebrates five decades of this iconic Minnesota music venue. From the inaugural performance with Joe Cocker when it was called The Depot, to the disco days of Sam’s and Uncle Sam’s, to the club it is now, the exhibit highlights the musicians, staff and fans who have called First Avenue & 7th Street Entry their rock ’n’ roll home.

Multimedia highlights include Joe Cocker’s performance in 1970, a lighted disco floor featuring music from Mind and Matter, a behind-the-scenes tour with long-time staffer and photographer Dan Corrigan, highlights from the hip-hop collective Doomtree presented in their tour van Mountain, and, of course, an homage to Prince projected on a larger-than-life scrim. At the center of the exhibit is an eight video channel multimedia story theater featuring musicians, staff and fans sharing stories of emotional connection to the place on a replica of the main room stage - complete with an electric projection screen stage reveal, just like the real club.

In addition to the exhibit media, stories for social media were planned in conjunction with the exhibit development to expand the storytelling an engagement beyond the walls of the museum. The social media stories feature musicians describing the venue in one word as well as telling their most fond First Ave memory. Stories will be rolled out throughout the run of the exhibit.

Role:
Multimedia Director: Creative and Technical Direction, Media and System Design
(On staff with the Minnesota Historical Society)
Stacks Image 2126
Stacks Image 2120
Stacks Image 1337
Stacks Image 1339