TALK DAT TALK UNDERGROUND CONCERT

2022 & 2023

Thema Sabah, meaning "Queen born in the Morning" in Egyptian, is the name I use when stepping into my role as a music producer and event curator.

TALK DAT TALK is a pop-up underground concert created to spotlight underrepresented artists in Dallas, TX. I’ve successfully produced two TALK DAT TALK events in the city, offering artists a performance opportunity with pay based on their draw. For example, if a guest said they were there for Alex Rincon, Alex would receive the full $20 ticket price from that attendee.

TALK DAT TALK 2.0 featured special host J-Kruz, radio personality from DeDe in the Morning, and vibes were curated by DJ Agnes.

I personally led all aspects of the event, including:

  • Talent scouting

  • Securing venues and sponsors

  • Creative direction

  • Full-scale production & event planning

Sponsorships totaled $1,200, broken down as:

  • $800 from Topo Chico

  • $100 from Business Lounge Dallas

  • $300 from Sneaker Freaks

Event Cost: $3,042
Out-of-pocket investment (after sponsor funds): $1,842
Revenue earned:

  • $568 from bar sales

  • $429.61 from ticket sales

  • Total earnings: $997.61

Artist Payouts: $680
Final Profit: $317.61

Lessons Learned:
If I were to produce TALK DAT TALK again, I’d shift to a commission-based payout model for artists—giving them a percentage of ticket sales instead of the full amount—to ensure more sustainable margins. I’d also prioritize securing more sponsorships to reduce personal investment and expand reach.

Despite a limited budget and first-time overhead missteps, I created a full-scale concert experience with sponsor support, paid performers, and brand-aligned curation. It showed me what works, what doesn't, and where I can tighten operations. Now I’m confident I can produce profitable, high-impact experiences with the right support and partnerships.