HTC has partnered with MOBO to provide a platform to engage and entertain music lovers as well as support those looking to make a career in the music industry. HTC and MOBO Organisation hope that through their shared ambitions they will inspire those interested in every part of the music business.
As technology becomes increasingly important in the creation, performance and appreciation of music, HTC believes the partnership reaffirms its continued commitment to authentic audio experiences.
A programme of activities provided by HTC and MOBO, based around MOBO UnSung and the Acoustic Sessions, will look to providing experience, guidance and support to up-and-coming talent across the music industry. HTC’s commitment to unearthing authentic music is further demonstrated by the Best Newcomer in association with HTC Award, which is up for grabs at the at the 17th annual MOBO Awards.
Phil Roberson, HTC regional director for UK and Ireland, commented: “We’re delighted to launch this partnership as a demonstration of our continued commitment to the enjoyment of quality music. HTC shares a number of key brand values with the MOBO Organisation. Like MOBO we appreciate the importance of grass roots activity and nurturing unsung talent.
“We want to use this partnership to give music fans an opportunity to enjoy the music they love, as well as inspire and educate a generation of new talent.”
MOBO founder and CEO, Kanya King MBE, added: “It’s exciting to be able to announce HTC as an official partner with the MOBO Awards just around the corner. HTC has a real passion for music and we’re really looking forward to working together across all aspects of the work that we do.”
The latest version of the campaign saw HTC work with with talent partnership consultancy, Romelle Swire, to create a new, specially developed cinema execution featuring Emeli Sandé that aims to communicate HTC's exclusive Smartphone relationship with Beats Audio.