4Music and O2 announce sponsorship deal to find undiscovered UK vlog talent
O2 has teamed with 4Music, part of Box TV, to find a new 4Music social screen star.
The deal sees O2 sponsor 4Music’s hunt to find undiscovered UK vlog talent, as part of a competition which asks vloggers to tell the channel what they think is big this summer by sending in a link to their YouTube video to the 4Music and O2 branded Vlogstar hub.
Box TV MD, Matt Rennie, commented: “Young audiences are now engaging with media differently, they’re not just passively watching content, they’re creators, reviewers and contributors too. Forward thinking brands like O2 know that to really engage with this audience they need to be part of that process and with its social focus the Vlogstar talent search provides the perfect platform for direct engagement.”
The deal with O2 comes as the brand launches it’s Big Bundles tariff, which is supported by a £3m campaign including a TV ad featuring the ‘be more dog’ cat.
Kate Mulligan-Brown, head of pay & go at O2 said: “We were looking for a partnership that will not only brings to life O2 Big Bundles, but also really engages our target audience of 16-24 year olds. As the UK’s largest music channel, 4Music is the perfect fit, tapping into our customers’ passion for music, celebrity and social media.”
The competition opened on Monday 14 July and runs for four weeks thereafter. Winners will be announced in early September.