SOME ‘MOMENTS’

*’MOMENTS’ = budget friendly, creative, campaign activations that have impact within the core fan base but also reach new audiences through collaboration, press and/or virally. They stand out within the overall campaign and are usually talked about…positively, by senior management and artist management, in every meeting, thereafter. THEY ARE THAT POWERFUL!

KEITH RICHARDS

DRIVE-IN CONCERT

In November 2020, during Covid-19 lockdowns, we released 3 unreleased live tracks from Keith Richards' Hollywood Palladium show with an aim to boost streaming numbers. Targeting Argentina, a strong streaming market and key area for Keith Richards, we hosted a press and fan drive-in event showing the Live at the Hollywood Palladium gig on the big screen. This included pre-event looped videos of the unreleased tracks, a special message from the man himself, exclusive merchandise, and a replica AAA pass. We partnered with local radio stations and online outlets to set up fan competitions, giving them the opportunity to attend the event.

The ‘moment’ was a significant success, extensively covered by major media including the #1 TV News (above). Following the event we saw an increase in tracks adds across local editorial playlists, leading Argentina to become Richards' top streaming market, at that time. 

THE KEITH KOLLECTION

THE FINAL FIVE

To celebrate the 30th anniversary of Keith Richards' first solo album, Talk Is Cheap, we commissioned Fender to create a limited edition (1150 units) box, mimicking the materials of Richards' iconic vintage Telecaster. It required 37 people and 2 weeks to produce each box. It really was a work of art! (ding)

Wanting wider exposure for this masterpiece we launched "The Keith Kollection," placing them in some of the most rock 'n' roll hotels around the world, including London's Sanctum and West Hollywood's Andaz—where Keith Richards famously threw a TV off a balcony. This move served as both a gesture of peace and a press magnet.

Five hotels showcased these boxes in their foyers, allowing fans and guests to admire the craftsmanship. We equipped each location with display cases and informative, artistic brochures about the boxes. The "Final Five" from The Keith Kollection were unveiled on the album's release day, gaining international media coverage.

FATBOY SLIM

X DELIVEROO

Working with Norman, aka Fatboy Slim, and his team has always been great fun and there were plenty of ‘moments’ to pick from but here’s two of my favourites. 

With Norman gearing up for his biggest UK tour ever, we needed something to engage with fans. After a think tank session with the team, DELIVERAVE was born. In collaboration with Deliveroo, we planned a unique finale where Norman would perform at a fan's home, with Deliveroo providing the food. Deliveroo described the partnership as elevating their service to new heights by merging food delivery with an iconic music experience.

Fans could enter a ballot via the Deliveroo app when placing orders, gaining access to a Fatboy Slim playlist to enhance the experience. Alongside the grand prize, ten additional fans won tickets to a tour date, packaged in custom Fatboy Slim pizza boxes. The campaign generated a significant response, culminating in a thrilling announcement of the winner two weeks later.

For a glimpse into this one-of-a-kind event, check out the accompanying video.

FATBOY SLIM

LOVES JAPAN

In late 2023, Norman eagerly anticipated playing three shows in Japan, only to realise he’d overlap with key matches of Brighton & Hove Albion FC, the football club he passionately supports. With Brighton’s star player, Mitoma, being a Japanese icon, and given Japan’s cultural value of helping others, we saw a unique opportunity for engagement.

We launched the "FATBOY SLIM (BRITON) NEEDS YOU" campaign, creating a website where Japanese fans could suggest venues for Norman to watch the matches. Participants could win a chance to join him on match night, offering them a exclusive experience with the artist.

To coincide with the campaign, we released the EP 'Fatboy Slim Loves Japan', featuring his top tracks in the region, and promoted it through a press release and local radio outreach in Japan. The campaign was documented, capturing Norman’s journey to find the perfect venue and turning it into an engaging narrative for fans to follow on his socials. (hit the play button now)

MOTÖRHEAD

FRIGHT NIGHT

To celebrate the launch of ‘EVERYTHING LOUDER FOREVER,’ Motörhead's loudest collection yet, we staged a Halloween stunt in Germany, their biggest market. Our team in Berlin helped coordinate a team on the ground to set-up projections of Lemmy and the Warpig emblem in Berlin, Munich, and Hamburg, surprising locals on Halloween eve (release week). The mysterious visuals stirred curiosity and confusion. We clarified the spectacle with a global press release the next day, revealing it was a promotional effort for the album. The campaign caught fire on social media and received extensive media coverage, successfully drawing attention to the collection not only in Germany…news travelled worldwide.

‘Everything Louder Forever’ entered the official German album chart at #6.

PROJECT K

BAND IN THE MAKING

I’ve been a little cheeky by adding this because it’s not really a ‘moment’ but it’s a personal moment that brings together my experience in TV and music.

Leveraging an opportunity from Bertelsmann, BMG's parent company, I proposed PROJECT K, a collaborative venture with the label and Fremantle, Bertelsmann's TV production arm.

The concept addressed the UK's void of prominent boybands post-One Direction, inspired by South Korea's lucrative $5 billion K-Pop industry.

PROJECT K envisioned a reality show where UK talent undergo the K-Pop training regimen in South Korea, exploring aspects like Idol Academies, fashion, and music production through thematic challenges.

The goal was to create and sign the next leading boy and girl groups with BMG, blending UK talent with K-Pop's successful formula.

Unfortunately, due to Covid 19 production of Project K never went ahead.

MÖTLEY CRÜE

TAKEOVERS

With news that Mötley Crüe were about to embark on a world tour, I thought it would be the perfect opportunity to have some fun, embracing their notorious reputation for controversy with a series of bold, disruptive takeovers in key markets.

Our strategy, dubbed the Mötley Crüe Takeover, aimed to make their presence inescapable, targeting bars, tattoo parlors, and record stores, alongside securing media dominance with radio and magazine features. To unify the campaign, we supplied venues with 'Branding Packs'—complete with posters, signage, cardboard cut outs and even innovative heat-activated urinal stickers that revealed the band's logo. Additionally, 'Promotional Packs' facilitated fan competitions, offering merchandise and albums as prizes.

This comprehensive approach resulted in over 20 takeovers across 13 markets, notably including high-impact activations in Mexico, Argentina, Milan, Madrid, Brazil, and a standout street campaign in London, ensuring the band's arrival was felt with undeniable impact.

THE KINKS

THE KINKS 60

*Nominated for Best Campaign
at the 2024 Music Week Awards

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