Amazon Music City Sessions presented by Aviva set a new standard for branded cultural experiences — combining iconic talent, immersive storytelling, and measurable impact at scale.
Our challenge was simple: how could we take this iconic venue far beyond the 1.5 million who have already passed through its doors and launch Aviva Studios into public consciousness?
Partnering with Amazon Music, we brought the acclaimed City Sessions to Europe for the first time, featuring standout performances from Franz Ferdinand and Mumford & Sons. With four unforgettable shows streamed live via Prime Video and Twitch, each night delivered a distinct cultural identity, uniting fans in-person and across the UK through Amazon’s powerful owned channels. Supported by our partners Factory International — the visionary organisation behind Aviva Studios — we delivered a programme celebrating artistic innovation, inclusivity, and national reach.
The results were exceptional. The campaign reached 24 million people — 4 million above benchmark. With 66 million total impressions, 14,000 ballot entries (+164%), and a 2,500-strong live audience, City Sessions proved its ability to drive both reach and resonance.
City Sessions marked a turning point for Aviva Studios, driving its biggest awareness shift since launch and record uplifts in our three key brand health metrics: Brand Meaning, Differentiation, and Salience.
Beyond entertainment, the initiative delivered meaningful social impact. Through Aviva’s support of Factory Academy — an award-winning technical skills programme — students gained hands-on experience at each show, working alongside some of the UK’s biggest artists.
