KEITH RICHARDS
DRIVE-IN CONCERT, ARGENTINA
In November 2020, amid global lockdowns due to Covid-19, we released three previously unreleased live tracks from Keith Richards Hollywood Palladium gig. With an aim of boosting his streaming numbers. Recognising Argentina as a vital market for the artist, both for its high streaming activity and the artist's management's desire to engage with fans there, we embarked on an innovative project.
With live events suspended, we recreated one in a C19 safe way by hosting a special screening of the Live at the Hollywood Palladium show at a newly installed drive-in theatre in Argentina. This initiative allowed fans to experience the concert in a unique setting, amidst the pandemic. To amplify this event, we engaged key media, DSP partners, and organised fan competitions through radio stations, online platforms like Rolling Stone, and local fan clubs.
The event featured a continuous loop of the unreleased live tracks and an exclusive message from Keith Richards, enhancing the anticipation and excitement. Additionally, we produced exclusive merchandise and replicas of the AAA pass from the original concert, further immersing fans in the experience.
The success of this activation was unparalleled. It felt as though Keith Richards had personally arrived in Buenos Aires, evidenced by extensive coverage from the largest TV news programs, newspapers, online media, and radio. This strategic move not only delighted fans but also catapulted Argentina to become Keith Richards' largest streaming market at the time, marking a significant achievement in engaging with audiences during an unprecedented period.
THE KEITH KOLLECTION
THE FINAL FIVE
To mark the 30th anniversary of Keith Richards' debut solo album, "Talk Is Cheap," we collaborated with Fender to create a limited edition of 1150 commemorative boxes. These boxes, crafted from the same materials as Richards' legendary vintage Telecaster, required the meticulous efforts of 37 individuals over two weeks to produce each one, transforming them into veritable pieces of art (ding).
Understanding the importance of these boxes being appreciated by a wider audience, we initiated "The Keith Kollection." This project involved placing these exclusive boxes in some of the world's most iconic rock 'n' roll hotels, such as London's Sanctum and the Andaz in West Hollywood—a site of one of Keith Richards' most notorious antics of throwing a TV off a balcony. This not only offered a nod to rock history but also served as an ingenious publicity strategy.
Five prestigious hotels agreed to exhibit one of these special boxes in their foyers, offering fans and guests the chance to encounter these artistic tributes up close. To complement the display, we provided each hotel with a specially designed case for the box set and created artistic brochures that detailed the story and significance of the box, enriching the viewing experience.
The unveiling of these displays coincided with the album's anniversary release, capturing global attention. This strategic placement of the "Final Five" boxes from The Keith Kollection successfully celebrated Keith Richards' musical legacy while engaging a broad audience through a blend of art, music, and history.
l’hotel, Paris