All Points East and BMW came together based on our shared vision and values to create a truly mutually beneficial partnership, benefitting future headliners, music fans, the UK’s biggest post pandemic music event and the BMW brand. After a challenging 18 months for the music industry this partnership represented the future focused, authentic, innovative return to live we had all been waiting for.
APE wanted to create a new stage to showcase future headliners and BMW had key objectives focused on reaching a younger audience and building brand credibility in the music space. The BMW Play Next stage and activation hosted pioneering acts, reached 50,000 fans on site and 150,000 online and increased BMW’s brand consideration and favourability amongst the target audience. All of this was amplified with PR, social and digital announcements, app integration and main stage adverts. The partnership was further amplified with a special edition of the Play Next Podcast featuring live set recordings and interviews with artists performing on the stage, and festival headliner Lianne Le Havas.
Sustainability initiatives are hugely important to BMW and APE; so, BMW providing a fleet of hybrid vehicles and charging stations furthered the festival’s carbon footprint reduction by moving to electric power for transporting artists and on-site production and showcased BMW’s vehicles to fans.
The BMW Play Next Stage exceeded all expectations and we’re already planning how we grow and evolve the partnership in 2022 and beyond, watch this space!
