Nokia and La Blogotheque, a trendsetting group of bloggers and videographers famous for kick-starting musical careers around the world, careers, have linked to showcase new British music talent through a series of free, bespoke gigs in intimate and unique locations – Lumia Live Sessions
The idea is simple, the Lumia Live Sessions aim to help consumers discover new talent they have yet to hear of and experience the musicians live
The gigs span six separate sessions and feature acoustic performances from bands and artists chosen by La Blogotheque. Indeed, La Blogotheque’s ethos is that all artists perform acoustically in natural surroundings ensuring the session showcases their true talent.
The initiative’s Twitter feed and website announced the campaign’s first session in Bristol’s hauntingly beautiful Arnos Vale Cemetery on 27 March with a GhostPoet gig (in advance off the early May release of his new album ‘Some Say I So I Say Light’).
La Blogotheque also tweeted it would be shooting at the gig and also filming at the Bristol graveyard to create additional campaign content and then rolled out its video creative (filmed on the Nokia Lumia 920) across multiple digital platforms.
Further exclusive video and music content is also seeded online – such as artist interviews:
‘When Nokia proposed that we partner with them to bring our vision to the UK, we were in no doubt that it was a great opportunity; the UK is full of unbelievable – and often undiscovered – talent, and we would be happy to work with Nokia Music to bring the newest and best of acts to the British public,’ comments La Blogotheque founder Christophe Abric.
‘For this occasion, La Blogotheque will experiment with the unique features of each venue to illuminate the bands and their surroundings.’
La Blogotheque intends to build on Nokia’s existing heritage of combining music and light to bring to life the features of its Nokia Lumia range of Windows Phones at gigs. Unique features will be utilised at each venue to illuminate the band and its surroundings.
‘The blogotheque team are the perfect partner for Nokia Music,’ said Nokia UK’s Annie Kearney. ‘They have pioneered discovery of phenomenal talent for seven years now.
The live events will be further supported by local talent at each location as well, further increasing the number of opportunities for new bands.
Each concert will be hosted in a venue not typically associated with music – this following previous Nokia Lumia launch work with DJ Deadmau5.
Following in the footsteps of the Lumia Live approach, Nokia is hosting free parties connected with these concerts for consumers to experience the fresh Windows Phone treatment.
The initiative is really focused on getting phones in people’s hands and have them participate in the event.
Nokia will then connect this initiative to its free music streaming service – Nokia Music. Nokia Music lets users both stream and download tracks, for offline listening, as well as find nearby gigs and has been a popular service with existing Lumia users. According to the phone brand itself, the average usage session is 46 minutes.
Comment
This partnership sees Nokia further attempt to emphasise its association with emerging music acts and establish differentiation in the ultra-competitive smartphone sector.
This is part of the brand’s wider strategy of winning both first-time smartphone buyers and deserting Blackberry owners.
We’ve seen a slew of innovative approaches to using smartphones as lighting devices that link directly to a live music experiences.
Initially these seemed to be pioneered by innovative musicians themselves, such as Dan Deacon
But now it has firmly moved into the remit of big technology and mobile brands.
Links
Nokia Lumia Live Sessions Website
http://www.nokia.com/gb-en/lumialive
Lumia Live On Twitter
https://twitter.com/search?q=%23LumiaLive&src=hash
Nokia Facebook Page
http://www.facebook.com/nokia.uk
La Blogotheque Website
Nokia Music WindowsPhone Downloaad
http://www.windowsphone.com/en-gb/store/app/nokia-music/f5874252-1f04-4c3f-a335-4fa3b7b85329
Lumia Blog
