Strengthening VO5’s association with artists and music experiences, sponsored content will integrate VO5 into music, style and fashion content, focused around two key campaign moments: VO5 NME Awards 2018 and VO5 NME at the Festivals.
According to publishers Time Inc, the partnership builds on the stellar 2017 VO5 NME Awards campaign which achieved a record-beating 19.9m social impressions, with 11.5m tuning in to the Facebook Live stream to catch all the action from the ceremony. This year, tapping into the combined influence of brand experts, bloggers and vloggers, NME will curate the VO5 tribe, a network of influencers creating shareable Instagram and video-led content.
The partnership takes in the VO5 NME Awards season and, new to this year, a special launch party celebrating the start of festival season.
Freya Ulbrick, senior brand manager, VO5, says: "With music at the heart of our brand and style embedded in everything we do, we are hugely excited to again be partnering with this iconic music event. The 2018 VO5 NME Awards program is set to be a standout celebration of cutting-edge style and the best in music. We look forward to inspiring our audiences to experiment and play with style, in the same way they experiment with and discover music.”
Romano Sidoli, managing director of NME, adds: “Gigs and experiences are where our audience are, it’s the combination of all the things they love, marrying their personal taste in music and style. This partnership with VO5 reflects that identity within our audience. It’s what makes the association such a great fit - not just with our flagship Awards, but with the credible and authoritative content NME creates around festivals and live experiences. Our VO5 and NME festival content earlier this year was a massive success, so for 2018 this activity is going to be bigger and better than ever before. Kicking-off with our headline-making Awards is an epic way to launch this partnership.”
The VO5 NME Awards 2018 will return to London’s O2 Academy Brixton on 14 February. An exclusive launch party will mark the start of the VO5 NME Awards 2018 season with Southend-on-Sea five-piece Nothing But Thieves confirmed to perform an intimate set at Tape London on 16 November, says NME.
