PRoject BREAKDOWN
Hobbyist is the in-house branch of AVRA, where passion and creativity intersect to fuel community-driven projects. It’s more than just a brand—it’s a space where artists, creators, and dreamers can explore their interests for the pure joy of creation. We believe that hobbies aren’t about recognition or profit; they’re about following what excites you and sharing that journey with others. Hobbyist channels this spirit into initiatives that elevate local culture, art, and education, giving everyone a platform to create and collaborate freely.
The Characters (
The Community of Hobbyists)
At the heart of Hobbyist is a diverse and ever-evolving community of creators, thinkers, and doers. These "Hobbyists" represent the many sides of creativity, each metaphorical character embodying a unique pursuit of passion. They’re the visual artists painting the city's vibrant culture, the musicians turning emotions into melodies, the educators pushing for learning beyond the classroom, and the everyday people who find joy in side projects that matter to them. Together, they form a collective that thrives on pushing the boundaries of what’s possible through creativity.
Hobbyist’s projects, like Grooves of The Heartland, aren’t just about producing content—they’re about creating meaningful experiences that resonate with the community. Grooves of The Heartland is a Milwaukee Lofi playlist that captures the city’s unique sound, offering a laid-back, vibey journey through local culture. It’s a celebration of Milwaukee’s diverse talents, highlighting the unseen artistry of local producers and musicians.
Other projects, like the Milwaukee Legends Series, honor the people and moments that have shaped the city, offering a creative homage to its rich history. Every project we take on is about collaboration, storytelling, and making something that matters—not for fame, but for the pure love of creation. Through these efforts, Hobbyist is a creative pulse for the city, inviting everyone to explore their passions and contribute to something bigger.
What It All Means
At its core, Hobbyist is a celebration of creation for creation’s sake. Whether it's through music, art, education, or collaboration, every project we launch is driven by the desire to give back to the community. It's about lifting each other up, pushing the limits of creativity, and making Milwaukee—and beyond—a place where passion and art can thrive.
THE HEARTLAND
