A New Chapter in Music History
AEG / The O2
Issue 4 | July 2008
Agency
Stephens Francis Whitson
Creative Team
Neil M. Francis - Creative Director;Ken Underhay - Art Director
Production Team
Robin Murray
Other Credits
Sarah-Jane Wilkinson - Account Director
Date
April 2007
Background
Under the familiar shape of the dome at Greenwich, years of work have gone into creating a world-class, state-of-the-art music and entertainment venue. In July 2007 The O2 opened its doors to the public. The brief here was to begin the process of filling the arenas with crowd pulling acts and entertainers, in a city where there is no shortage of famous and iconic music venues.
Idea
The campaign was aimed at the very small number of genuinely influential music promoters, band managers and agents. Once a year these music industry luminaries gather at the International Live Music Conference. It’s the premier event of its kind in Europe, and an ideal opportunity to reach the people who pull the strings in the industry with the message that The O2 is the 21st century’s first new legendary venue for live music.
The great music gigs of history are synonymous with the places where they take place: Led Zeppelin at Madison Square Gardens, The Doors at The Roundhouse, Live Aid at Wembley. These and many more milestones in music are documented in a fascinating book, ‘I was there: gigs that changed the world’. At The O2 stand at the ILMC, music promoters were presented with a personal copy of the book ‘updated for 2007’. A belly wrap insert opened to announce a new chapter in music history.
Results
In the very short space of time since the ILMC, The O2 has established itself as London’s premier venue for live music. Prince, Barbara Streisand, The Rolling Stones, The Scissor Sisters, and Take That are among the international headline acts that have made the opening season at the The O2 an outstanding commercial success.
Target Audience
Live music promoters, agents and band managers
Size
200 books
Our Thoughts
I like this. When you know exactly who you're talking to, it makes it easier to know what (and how) to talk to them. Led Zeppelin at Madison Square gardens...no, no, no...it was at Shepton Mallet, 1971. Not that I was there, though I was at the Isle of Wight later that same summer. Saw Jimi Hendrix's last concert - also Jim Morrison's last concert. Ahhh, sigh...