American Airlines x BRIT Awards 2017
Monday 20th February kicked off Universal Music’s BRITS Week in partnership with American Airlines. The event marked the launch of the brand new #FlyToTheBeat partnership between Universal Music and American Airlines, an initiative that will celebrate music around the globe through personal stories of exploration, curiosity and community. The voices and experiences of breakthrough and local musicians will enable American Airlines to create global and local connections through music and culture. Fly to the Beat will go behind-the-scenes and up close and personal to bring fans truly memorable experiences- online and offline.
The BRIT Awards pre-party was the perfect place to set the scene as music fans, American and Universal guests , press and industry influencers celebrated the 2017 BRITS nominees at the intimate event in London’s One Embankment.
A bespoke PR strategy was developed around the campaign to generate awareness of the partnership and American’s ongoing ambition to bring people closer to the things they love.
Double BRIT nominee Jonas Blue performed his first ever live band set and was supported and joined on stage by Polydor’s hottest new artist for 2017 RAYE
DJ, radio and TV presenter Maya Jama hosted the night and DJ’ed after Jonas Blue to close the night. Her guests included #1 selling grime artist Stormzy.
Sharing the DJ’ing responsibilities was Mercedes Benson - fashion & lifestyle blogger and DJ, took to the decks as our resident DJ for the evening.
200 fans also won the chance to attend by applying to a competition online through Jonas Blue and Raye’s social channels. The competition generated a huge social engagement and media reach around the Pre-BRITs party and produced a large number of sign-ups from fans to this exclusive event.
The night was a huge success with a number of high-end guests attending including Nick Grimshaw (BBC Radio 1), Stormzy (#1 Selling artist) and Vogue Williams (Model).