A new augmented reality wall mural has been unveiled in Shoreditch, London to promote the launch of BIG BAD…, the new album from British rap artist, Giggs. By downloading an app via a QR code at the wall, fans can point their device at the wall and watch the hand-painted mural come to life with a scene based on the album launch video.

Located at London’s first dedicated augmented reality wall mural site, the installation has been provided by Gate Reality, an end-to-end augmented and virtual reality experiences production house, and AllOver, an experiential advertising agency focusing on handmade artisan OOH.

They were appointed by Island Records, a British record label owned by Universal Music Group and whose artists include, among others, Giggs, Dizzee Rascal, Ariana Grande and Mumford & Sons, to provide a unique experience promoting the BIG BAD… album release and to engage fans in an exciting and genuine way.

Akosua Scantlebury, Urban Division Manager at Island Records, commented: “BIG BAD… is an album of enormous ambition and arguably Giggs’s finest achievement. The album was introduced to fans through a high energy cinematic trailer, which set the tone for the whole campaign. At Island we really wanted to match that ambition with an interactive visual that stops people in their tracks. Through collaboration with Gate Reality and ALLOVER, I think it is safe to say we achieved that.”

The experience works by using augmented reality image tracking where the app is programmed to recognise the wall as the specific target. This target is then used as a trigger to launch the experience and to map the augmented objects to the specific real-life environment.

Gate Reality used green screen footage of Giggs from his album release video to create his giant form dominating the London skyline, along with 3D models of helicopters and tanks. Both the mural and footage were carefully designed and manipulated to make it appear as though Giggs is moving within the scene.

Ed Morris, Co-Founder & Director at Gate Reality, said: “Giggs has become recognised as one of the most vital and exciting artists around – his two previous albums reached #2 on the UK album charts and he’s collaborated with the likes of Drake, Ed Sheeran and Mark Ronson – and so we were delighted to be a part of this project. BIG BAD… is a very visual album and so this augmented reality mural is the perfect way for Giggs to engage his fanbase.

“By combining street art with mobile AR technology, we can give our clients and brands a platform to tell more engaging and shareable stories across physical and digital mediums, elevating the potential reach of localised out-of-home advertising. We look forward to using this site to bring more brands to life through this compelling medium.”

The augmented reality wall mural is located at 28 Redchurch Street, London.

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IPM Members, Electric Live, have a number of exciting updates regarding this years Fusion Festival.

Fusion Presents which will take place on Friday 30^th August, will be headlined by American, alternative rock band, Kings of Leon; who will be performing a UK festival exclusive set, with songs from all seven of their albums, in the heart of Liverpool.

They will be supported by a line up of talent including Franz Ferdinand, Echo & The Bunnymen and BRIT award winning artist Sam Fender; with more to be announced.

Event Director, Damien Sanders says: “Liverpool is an iconic city, entrenched in music heritage and we’ve wanted to launch a new event for the last couple of years. The biggest challenge has been finding the right artist for the job. We’re over the moon that we were able to secure one of the world’s most successful rock bands to launch Fusion Presents and we cannot wait to see them perform in our new home, Sefton Park.”

Tickets for Fusion Presents will be on sale from 9am on Friday 8^th March 2019. Pricing will be;

• General Admission – £54.50 + BF (£4.95)
• VIP – £165.00 + BF (£9.95)

Tickets can be purchased from The Official Ticket Store – www.fusion-presents.com

Local residents in post codes L8, L15, L17 and L18 will have access to a limited number of General Admission tickets at half price – £27.25 + BF (£2.95).

These resident tickets will be available on a first come, first served basis. To purchase the half-price tickets, please use promo code RESIDENT2019 on the following link www.fusion-presents.com/residents

If you or your brand want to reach a fun-loving audience predominantly made up of 18 – 35 year olds celebrating the very best of pop music in the North West, then Jack would love to speak with you at on 0207 751 2722 / 07720 840 384 or at jack@electric-live.com

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Legendary DJ Fatboy Slim – AKA Norman Cook – has announced he will grant one customer the opportunity to have their pad transformed into the best house party ever.

One lucky fan will truly become the host with the most, staging the final night of Fatboy Slim’s UK tour at their own home exclusively for them and their mates. The first ever “Deliverave” – a live set played by Fatboy Slim, complete with a feast fit for a king provided by Deliveroo, will take place on March 7^th. All they need to bring is their best dance moves and an empty stomach.

Fatboy Slim said, “Everyone knows I love to DJ and I also love food. With the help of Deliveroo I have managed to hit the jackpot because I’ll be delivering both to one lucky person’s house. Warn the neighbours I’m coming.”

Customers on the Deliveroo app will be invited to offer their property into an online ballot, from 6th February, with the winner of the epic food and music delivery announced on 20th February. Ten lucky runners-up will also be able to bag a pair of tickets, delivered in iconic FATBOYS pizza boxes, to a date of their choice on the UK tour.

Joe Groves at Deliveroo said, “We know how to deliver food but this is all about food freedom and delivering out of this world experiences; like a rave to your home. Fatboy Slim is iconic and we’re upping the food delivery game by partnering with him to allow our customers to eat, sleep, rave, repeat.”

Customers can apply for the chance to host the night by visiting www.deliverave.com and the lucky location will be announced on 20th February.

Watch the video here.

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Put the kettle on: Independent Venue Week (IVW), the UK’s leading celebration of independent music venues, has announced a partnership with Yorkshire Tea to fuel venues and gig-goers all around the country.

As well as making sure every venue can offer a proper brew across the week, Little Urn, their legendary mobile tea van, will be taking to the road at the weekend visiting The Adelphi in Hull on Friday 1^st February for Novelist and The Trades Club in Hebden Bridge on Sunday 3^rd February for Thurston Moore.

The partnership will also see Yorkshire Tea offering VIT (Very Important Tea-drinkers) hampers for a handful of venues and artists.

As part of IVW’s “Where Does Music Take You?” campaign, encouraging gig goers to tour and visit cities and venues they’ve never been to before, Yorkshire Tea is asking “Where will a brew take you?” inviting gig goers to share their experiences of shows they’ve been to across the week on social media, tagging @YorkshireTea. The most adventurous posts will win a special box of tea, limited edition IVW Yorkshire tea towels and pin badges.

Ben Newbury, Senior Brand Manager at Yorkshire Tea said: “We love our music here at Yorkshire Tea and we’re proud to have worked with loads of tea-loving bands and venues over the years. We’re really proud to be supporting Independent Venue Week this year, fuelling venues and artists with proper brews and visiting a couple of Yorkshire-based shows with our trusty Little Urn.”

“Who doesn’t love a proper brew? When you’re on the road touring or in a venue getting bands set up for a show, nothing can beat a good cup of tea – it’s what keeps everyone going. But it needs to be done right – decent mug, fresh milk and most importantly, quality tea” said Sybil Bell, Founder of IVW UK. “The IVW office runs on tea and so this partnership is an absolute treat for us. Proper venues offering a proper brew for proper gigs.”

Independent Venue Week is running, once again, at the end of January giving gig goers the perfect reason to get out and see newly-tipped artists, helping to shake off the January blues and support their local venues. As the project continues to grow, there are plans for much more activity with venues and partners across the whole year which will be announced after the week.

Novelist and Samantha Renke are ambassadors for 2019. Key facts include:

• 200+ venues signed up to take part
• 90 of those venues are taking part for the first time
• Venues in 100+ different villages, towns and cities around the UK
• 55% of the venues are outside of large cities
• 86% of venues outside London

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Experience, brand and engineering company Dare is putting a twist on the traditional Christmas this year with the launch of its interactive web app, SlayBell.

Visitors to thisisxmas.com are encouraged to group together with friends and colleagues to form a handbell choir, using nothing but their phones. The experience ‘transforms’ your phone into a handbell by reacting to movement. Each person can assign themselves a different musical note, so choirs can be formed instantly.

You can play anything you like – ever fancied hearing a festive version of Word Up? – but instructions for Good King Wenceslas and Jingle Bells are provided for groups of 5 or 8 people.

Dare has already posted a music video of themselves performing Good King Wenceslas on social media, and is inviting others to do the same using the hashtag #slaybell.

Michael Olaye, CEO at Dare, says: “Christmas should be all about coming together – what better way to do that than with a handy musical web app in the office, at home or down the pub with family and friends? We’ve certainly had a lot of fun making this, and we hope others can enjoy it too. Maybe we’ll see even better attempts by other people using it!”

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Goose Island Beer Company has hidden 10 oversized goose heads around Shoreditch to mark the launch of their first ever European Brewpub, which opens on Wednesday, 21st November.

Designed in collaboration with London artist Jess Wilson, the heads have been placed with local businesses in the neighbourhood to surprise and delight beer lovers. The first 200 people to spot a Goose head, snap a photo, tag @GooseShoreditch on Instagram, Twitter, or Facebook, and show it to a member of staff at the Brewpub will enjoy a free brew.

Inspired by its much beloved sister Brewpub in Chicago, the Shoreditch Brewpub will be a welcome addition to the east London high street, as it brings home to the UK previously unavailable Goose Island brews like Brut IPA  and Fog Bowl, alongside its highly sought after Bourbon County Stout, award-winning range and local collaboration beers. Also available will be a Chicago-inspired menu featuring a truly unique pizza selection, subs and classic American favourites like wings and pretzel bites with beer cheese sauce to match.

Not satisfied by just serving great beer, Goose Island will also mark the Shoreditch Brewpub’s grand opening with live music and free pizzas throughout the night. Ongoing programming at the Brewpub will include both indie and headliner live acoustic and DJ acts, one off microbrews, tap takeovers, and brewery tours.

Heading up the Brewpub will be Goose Island’s very own Siebel Institute certified UK Brewmaster Andrew Walton, who returns to London following a month long immersion in Chicago where he learned all the Goose tricks of the trade. Responsible for the creation of microbrews made on site, Walton will also be the first in Europe to manage the Rack AeriAle system, an innovative nitrogen draft-dispensing system that connects barrel-aged beers directly to the pub’s tap system without the risk of oxidization.

Andrew Walton, Brewmaster, Goose Island Beer Co., said: “I cannot wait for the doors of the Shoreditch Brewpub to open and am so stoked for Goose Island fans and fans-to-be to see what we have in store. I’ve been working on some crazy delicious microbrews that’ll be available exclusively at our Shoreditch Brewpub. I know London has  always held a special place in Goose Island’s history, and I can’t wait for us to make our mark on British beer culture, creating a new experience in the heart of east London, where foodies, beer drinkers and music lovers alike can join together in appreciation of a good time – and great beer.”

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Levi’s has announced the expansion of the Levi’s Music Project to Liverpool in partnership with rapper, Loyle Carner. The studio opened its doors to young musicians on 15th November for a six-month project, culminating at Liverpool Sound City festival on May 3-5, where the Levi’s Music Project will be taking over its own venue, to showcase original pieces created by the young artists throughout the project.

Setting out to break down barriers to music education, Levi’s has created a fully equipped music studio at the Liverpool Lighthouse community centre in the heart of Anfield. Avid Liverpool Football Club fan, Loyle Carner, will be taking the reins to unearth talent that will keep the city firmly on the global music map.

Alongside a line-up of industry experts, the programme will see Loyle leading 1-2-1 sessions with the participants over six months, helping them to hone their skills, learning about everything from song writing and performance techniques to building social media presence as an artist, and everything in between.

Mentors taking part in the project range from established music figures in the city of Liverpool, all the way to the team of collaborators Loyle has worked with on establishing his own career, meaning participants will come away with a strong network and a foundation on which to grow their musical talent.

Speaking fondly of this next chapter in the project, Loyle Carner said, “I am so proud to be part of the next Levi’s Music Project. It’s a programme that I’ve admired for a long time and something that really speaks to me as an
artist. Giving young people a platform to be creative and have access to something they’d never have access to is wicked, there is not enough of that out there. To get to go back to Liverpool is also really exciting for me, it’s like
my second home and it’s somewhere that I’ve taken so much inspiration from musically that I can’t wait to get into the studio with these guys and see what they have to say through their music!”

Steeped in musical heritage, Liverpool is a city to rival most around the world. It remains a hotbed of creativity and carries the same individual spirit that is embodied by Loyle Carner as an artist – making him the natural
choice as mentor for the next stage of the Levi’s Music Project. In collaboration with community partners, arts and music community centre, Liverpool Lighthouse in Anfield and Sound City Music Festival to discover the
freshest talent that the city has to offer. This music project is the next stage development of a long-term partnership between Levi’s and Liverpool Football Club grounded in shared community values. Participants of this
year’s project range from rappers to producers, folk singers and creators of dark electronic to encourage cross learning and original collaborations.

Launched globally in 2015, the Levi’s Music Project is a global platform that partners with the music industry’s most relevant artists, experts and professional educators to provide access to music education for the next generation, in the communities where it can make the biggest difference. Past projects in the UK have seen the brand collaborate with Skepta, Everything Everything and Mist.

Richard Hurren, V.P North Europe, Levi’s, commented: “The Levi’s Music Project has been and will continue to be, instrumental in giving broader access to music. Liverpool is the perfect place to expand the project to this year with its rich and diverse music history, we can’t wait to see the talent that comes out of this year’s project.”

Rob Carter, Executive Director, Liverpool Lighthouse, added: “We are excited that the Levi’s Music Project is coming to the city and Liverpool Lighthouse is proud to be hosting this high-quality music development programme. The young people will be able to enhance their skills and will have a great opportunity to chart a pathway to a career in the industry. We are also grateful to Levi for the new facilities they have established here which will be a legacy for many, many other young people in the future.”

Rebecca Ayres, Chief Operating Officer, Sound City, said: “The Levi’s Music project is brilliant, a fantastic opportunity for young people from Liverpool to work with an artist who is passionate about the city and a brand which is committed to helping young people to develop their talents. Sound City is proud to partner with Levi’s and the Lighthouse to help young musicians to reach their potential.

Billy Hogan, Chief Commercial Officer, Liverpool Football Club, added: “Liverpool and Levi’s have always shared a special passion for supporting communities and making a difference. The partnership between the club and Levi’s is a reflection of this bond. We are very much looking forward to a bright future working with Levi’s, which will enable Liverpool FC to continue giving back to our local fans.

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Independent Scottish brewer, BrewDog, will be hosting Metro Mayhem, its first London-based beer festival, set to take place on Saturday 10th November 2018 at The Copper Box Arena in East London. Brand experience agency, Amplify, is delivering the creative and technical production of its beer extravaganza. The event promises to be a riotous celebration of great craft beer from 17 world-renowned breweries, food and music from the likes of Frank Carter and the Rattlesnakes, and Everything Everything.

Inspired by BrewDog’s legendary Annual General Mayhem (AGM) in Aberdeen, tickets for Metro Mayhem were initially made available to its 90,000 Equity Punks who have invested in the brewery. BrewDog also recently announced it would be offering free tickets to those who work in the beer industry, as well as two free beers to try. Following overwhelming demand, the brewery then  made tickets available to the public.

Doors will open at 2pm at The Copper Box Arena, in Stratford, East London, and beer fans can enjoy up to 9 hours of beers, food and music before doors close at 11pm.  The Scottish brewer will be showcasing its range of beers, including unveiling new beers from its sour beer facility, Overworks.

The line-up includes a further 17 breweries from around the world who will be running bars, and hosting exclusive panels and tastings. Beyond the craft beer offering, BrewDog’s backed brands Hawkes Cider and LoneWolf Spirits will also be putting in an appearance.

Frank Carter and the Rattlesnakes said: “Metro Mayhem is going to be one to remember. We’re honoured to be playing at the inaugural festival and we’re looking forward to bringing the house down on 10th November.”

Everything Everything added: “Great music and great beer is an ideal match. We’re looking forward to playing BrewDog’s Metro Mayhem on November 10.”

James Watt, co-founder of BrewDog commented: “Our AGM has achieved legendary status over the past 8 years, so we wanted to bring a taste of that Mayhem to London with this new beer-fuelled blow out. London is home to thousands of our Equity Punks and has been key to our growth. We’ve got ten bars across the city quenching London’s thirst and we’ll be opening more next year.

“Music has always been the beating heart of BrewDog, so we’re thrilled to have such epic headliners as Frank Carter & The Rattlesnakes and Everything Everything performing as part of Metro Mayhem. We’ll be adding more awesome acts in the run up to the big day so watch this space.”

Tickets for the festival can be purchased here.

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Coca-Cola European Partners is launching a limited edition Coca-Cola zero sugar Cinnamon flavour for Christmas, and an on-pack prize draw across its entire Coca-Cola portfolio offering tickets to Capital Radio’s annual Jingle Bell Ball music event as prizes.

Available in a 1.25l PET pack format, the Coca-Cola zero sugar Cinnamon variant will combine one of Great Britain’s top festive flavours with the sugar-free taste of Coca-Cola zero sugar. The limited-edition festive packs will feature a bespoke red and gold design to highlight the premium new flavour and specialness of the Coca-Cola brand.

As with the other Coca-Cola zero sugar variants – Vanilla, Cherry and Peach – the Cinnamon version will be exempt from the UK’s Soft Drinks Industry Levy (SDIL), commonly knows as the Soft Drinks Tax. Under the tax, companies pay 18p per litre in tax if the drink has five grams of sugar or more per 100ml, or 24p per litre if the drink has 8g of sugar or more per 100ml.

In tandem with the new flavour launch, CCEP will be running an on-pack prize draw offering consumers the chance to win tickets to Capital Radio’s annual Jingle Bell Ball which takes place in December.

The on-pack offer will be running across on-the-go packs of Coca-Cola original taste, Diet Coke and Coca-Cola zero sugar for five weeks from mid-October.

To enter, consumers have to enter a unique code found on promotional packs on the brand’s website, to be entered into a draw to win a pair of tickets every day. There will be 100 pairs of tickets available to be won. According to a link on Coca-Cola GB’s Facebook page, consumers will be able to input their codes from October 15^th 2018.

Coca-Cola sponsored the Jingle Bell Ball in 2013, and from 2015 to date.

Simon Harrison, customer marketing director at Coca-Cola European Partners, says: “We’re confident that with the early arrival of our great tasting Cinnamon variant and Capital’s Jingle Bell Ball on-pack, the festive season will get off to a flying start for our customers. We’ll be back in November with even more activity that will keep Coca-Cola at the centre of Christmas celebrations for both consumers and retailers.”

Coca-Cola European Partners is the world’s largest independent Coca-Cola bottler. CCEP is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Andorra, Belgium, France, Germany, Great Britain, Iceland, Luxemburg, Monaco, Netherlands, Norway, Portugal, Spain and Sweden.

CCEP makes, sells and delivers the following products in GB for TCCC: Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Fanta, Dr Pepper, Sprite, Schweppes, Fuze Tea, HONEST, AdeZ, Abbey Well, glacéau smartwater, Powerade, Oasis and Appletiser. In GB, it also makes, sells or delivers Monster, Relentless and Capri-Sun.

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What happens to the festival industry in a year when the greatest show on earth, Glastonbury, takes a year out, asks Orla Ryan of ignis

When Glastonbury, a festival the size of Southern England’s seventh largest city, takes a fallow year, you would think that the rest of the festival calendar would reap the rewards – but has it?

Yes, some of the events have filled their fields, some have even hit record numbers. Others have struggled, some have even fallen by the way-side. By no means has it been a bumper year for the industry. So where have the Glastonbury masses gone? And how do you ensure your brand is  investing in an event that is going to deliver?

With 135,000 tickets on offer and two million applicants, each year’s Glastonbury show brings disappointment to roughly 1,865,000 people. That’s a lot of people who have gathered to plan and plot their festival attendance. Having collectively bought into the concept of the festival experience, all it takes is for one of the group to ask, ‘so where now?’ and plans are re-plotted elsewhere. In a year without Glastonbury, these fledgling festival plans never got off the ground, and the disappointed masses were simply not there to be absorbed.

So, what does it all mean for next year? We have digested the 2018 season, beyond the promoter stats and demographics, to analyse some of the trends when considering brand investment in festivals in 2019.

It’s a sell out! (or is it…?)

The true attendance figures of each festival are always difficult to unpick. No show ever wants to admit that they have under-achieved. Having rattled around festival fields for a few years now like we have, you get the feel (and the data) to tell you when an event is under-performing, and 2018 has seen a few of those.

As a brand, how do you know whether or not to believe in the audience figures that are being sold to you? The only answers I can give you are knowledge, experience and a view of the wider picture than the individual promoter is selling you. Be sure of the credentials behind new events, beware of exaggerated growth claims and consider whether the event is delivering ‘best in class’ in the genre in which it exists.

With the disappointed 1,865,000 back in the mix and with so many great events on offer, 2019 has all the credentials to be a booming festival year.

Does the experience outweigh the effort?

Emerging onto the scene in 2004, Bestival and Secret Garden Party were refreshing new concepts – music festivals that were not about the music.

Now, 14 years later, Secret Garden Party is no more, and Bestival has been refreshed after a few tough years. But why? What went wrong for these festival pioneers?

I don’t believe that the concept of putting on a fabulous party is, or ever will be, dead. It’s more that the rest of the festival industry caught up with the realisation that a festival is about experience, and so there are now more events than ever delivering truly great experiences, and the competition is fierce.

In essence, in order to attract the audiences, it comes down to whether the experience is worth the effort of the festival hardships: the travel, the weather, the tent, the port-a-loos… The cons list is long.

When you are no longer the stand out and most unusual event of the year, you need to remove obstacles to remain relevant. For example, in order to survive, Bestival removed one significant obstacle – the Isle of Wight ferry – by shifting location from the island to the Lulworth estate in Dorset!

Urbanisation

One genre of festival that cuts out a number of the festival obstacles is the urban festival. For those less keen on the idea of three days of camping and with more attainably-priced day tickets on offer, urban events become a more accessible option.

With articles on ‘how to ace a one-day festival’ appearing in this year’s Time Out festival guide, you get a real sense of the growth of these events.

The ‘promoter chess’ (which has seen Wireless move to Finsbury Park, Lovebox to Gunnersbury, Field Day to Brockwell and All Points East stake a claim in Victoria Park) just shows how much competition and appetite there is.

London is not the only city hosting these Urban shows – TRNSMT, Parklife and Tramlines are increasingly popular events held in Urban spaces across the country.

These urban parks are also playing host to a wide array of events, aside from pure music festivals. Melas (from the Sanskrit for a gathering, festival or fair) delivering culture and creativity, and festive shows taking winter residencies, provide colour and choice to the event space. The diversity of events on offer provide distinct audiences and an array of opportunities relevant to different brands.

With a reduced initial outlay, and fewer days to budget for, the on-site spend at these events is often much higher, which can make them an attractive option where sales are a factor.

Outstanding in their fields

So which events looked tipped to thrive in 2019?

From the Michelin stars and champagne bars of Wilderness to the immersive theatrical spectacle that is Boomtown, these events are producing true ‘best-in-class’ offerings. Creamfields is another event that has a single-minded purpose in delivering the best EDM (Electronic Dance Music) experience going.

These events attract wildly differing audiences, but they know what they stand for and strive to produce the best in what they do.

Reading and Leeds, on the other hand – with a diversified line-up – missed the mark this year. Their line-up, still an important factor for most music festivals, was found lacking. The traditionally Rock’n’Roll based pair of festivals branched out into a much more Urban scene this year which, rather than attracting a more diverse audience, left it confused. I am sure these festival giants will be back on track next year, but it just shows that even the big events can get it wrong some years too.

Do it different

So how should a brand engage within the festival arena for 2019? It is about fitting in and standing out at the same time.

Find a fit with the festival-going human and be relevant to them. Don’t, however, slavishly follow the standard festival format. Expecting consumers to hunt out your allotted 10 X 10 space is not going to give you the return that you are looking for.

Look to stand out. Do different. Think about how the audience will engage, and what your brand offers that is unique. Consider how you can generate a buzz about your brand, not just about the brand space that you could create.

Hot

Immersive events – the experience is everything

Urban events – making the festival experience more accessible

Whatsapp – the unglamorous glue that holds a festival squad together

Not

Middle of the road – know what you stand for and be the best at it

Secondary ticketing – the rebellion against over-priced tickets is on

Single use plastic – Glastonbury has banned plastic water bottles in 2019

Orla Ryan is Head of Experiential at ignis, a multi-award winning independent brand experience agency based in Fulham. Over its 29-year history, it has worked for a wide range of clients ranging from Jameson Whiskey, Sheraton Hotels and Fuller’s, to Betfair and Cuticura. A member of the Institute of Promotional Marketing, ignis won two Gold trophies and a Silver for its #JamesonBeOriginal360 experience work for Pernod Ricard Travel Retail and Jameson in the IPM Awards 2017; the same campaign then went on to win a Silver and a Bronze in the pan-European IMC Awards.

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