Launched in 2013, we established this ongoing summer festival overcoming some reservations about noise levels in London’s Hyde Park which had overshadowed a previous series of events. We worked with multiple stakeholders including sponsor Barclaycard, promoter AEG and the Royal Parks Authority which licenses the event, to build this brand from scratch, generating publicity to drive ticket sales. With headliners such as the Rolling Stones and Taylor Swift, but also comedy performances and family days, this series of one-day events has cut across many areas of the entertainment world with announcements, pre-publicity and accreditation for around 400 media representatives. During the festival itself, we commit a large team throughout the 14 days to deal with on-site activity.
A fixture in the mainstream music calendar for two decades, we have masterminded the Mobos on many occasions. We are hands-on at all stages, announcing the nominations, directing the buzz in the build-up to the show with guest announcements, targeted interviews with the right media – be it tabloids, broadsheets, urban music websites or The Voice – through to the awards night itself, with all the attendant accreditation, red carpet and press room management.
Ordinarily a niche event which often struggles to generate much in the way of mainstream press coverage, but with our involvement we brought it to a potential audience of upwards of 12 million people. We created a news opportunity by facilitating the launch of a dedicated progressive music sales chart which delivered mainstream coverage from tabloids and broadsheets to the agenda-setting Radio 4 Today programme. The content of the chart became a further talking point with discussions about the changing nature of progressive music.
Nordoff Robbins Silver Clef Awards
A long-standing charity event, we reinvigorated the approach when we came on board by introducing a launch party at London’s Café Royal to build a head of steam ahead of the ceremony. In the build-up to the event we devised numerous publicity opportunities to raise awareness of the good cause at the heart of this event, music therapy charity Nordoff Robbins, which included securing slots on Radio 4’s Woman’s Hour and features in the Financial Times and Shortlist magazine, together with news stories about the awards. For the ceremony itself – staged at the Grosvenor House Hotel and featuring acts such as Iron Maiden and Rita Ora, we managed the red carpet and press room activity.
PRIDE OF BRITAIN AWARDS
Presented by Carol Vorderman, the Pride of Britain awards honours British people who have acted bravely or extraordinarily in challenging situations. The winners are chosen by a panel of celebrities and well-known figures from a range of backgrounds, and the event has included multiple appearances by Simon Cowell, Richard Branson, Fiona Phillips, Christine Bleakley, Sir John Stevens, Eamonn Holmes and Aled Jones. The Outside team identified key media (traditional and online) to report from the red carpet and even influencers were invited to post live content on their social media channels as it happened.