Universal Music UK presented the first UK music partnership with American Airlines following two successful years partnering with the US team activating around the Grammys. London is a key international market for American Airlines and with 18 daily direct departures to the US from London Heathrow they have fast become aligned as the airline of choice for the music industry.
The partnership kicked off Brits week with American Airlines presenting Universal Music’s first-ever Artist Showcase. The event took place at One Embankment for 600 industry guests who were treated to performances from Brit nominees Frances and Years & Years. American Airlines continued to celebrate with Universal Music with presence at the Universal Music Brit Award after party. Universal Music artists Ellie Goulding, James Bay and Lorde attended the party at 180 The Strand, with Nick Grimshaw, Reggie Yates and Annie Mac taking to the decks.
We’re really excited to bring what we have done with Universal Music at the Grammys in LA over to London for the first time. We look for great opportunities to partner with events like this because of the impact they have on communities. It’s important for us to align with the causes and organizations that are most important to our customers.
Jennifer Adams, Managing Director, Integrated Marketing American Airlines
For American Airlines the Brits week was also about giving back. American Airlines shares Universal Music’s commitment to supporting the next generation of artists, and they donated 500,000 miles to one of Universal Music’s key partners, the Roundhouse Trust, which focuses on helping young people realise their creative potential through providing opportunities in music, and more specifically to help young people involved in Roundhouse projects travel around the world and collaborate with other talented young musicians.
Along with the Brits activity, American Airlines will also work with Universal Music to present a special concert event featuring Universal Music artists at the iconic Abbey Road Studios in the autumn.