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Last night we orchestrated a pitch perfect brand experience to celebrate the European launch of MySpace Music and the promotion of their exciting new play list service. The band were the mighty Kasabian and the moment was experienced by just a few hundred fans, media and key music industry. Play lists from famous artists including Jay Z, Lost Prophets and Beyonce were created for the launch campaign and premiered at the venue.
MySpace wanted to build awareness of the new service and really intensify their live music strategy with an exclusive show featuring one of the UK’s biggest bands. We completely transformed London’s legendary Heaven nightclub creating an atmosphere of grandiose opulence for a invited lucky audience.
Without doubt the hottest ticket in town, Kasabian took to the tiny stage as singer Tom Meighan declared, “This makes a bit of a change from the arenas, I like it!” before tearing through ten tracks including ‘Fire’ and ‘Empire’. They were joined by Delphic, Kissy Sell Out, Ian Watkins of Lost Prophets and hotly tipped emerging act Crystal Fighters.
The launch generated PR coverage all over the world with a massive buzz online. Highlights included Chris Moyles spending the following morning telling Radio 1 listeners how great the show was. Ear to the Ground managed everything from creative execution, set design, venue finding and liaison, guest list management and artist liaison. This was our highest profile show with MySpace after a year of successful live music events to help build the brand in the live arena.