The British Phonographic Industry (BPI) has appointed content agency Somethin’ Else to lead its media strategy for the re-launch of the Hyundai Mercury Prize.
The London-based agency will ultimately be tasked with helping to widen the appeal of the music awards which has undergone a revamp this year with a number of new initiatives including a change of venue, a broader judging panel and a fan poll which will secure a place for one of the 12 Shortlisted Albums.
Somethin’ Else has created the 'Always On' campaign which will celebrate the award's history while also leading the conversation around the new look. The campaign will launch sometime this month and culminate in September with a live newsroom that will produce, share and syndicate content to drive engagement across all major platforms.
Giuseppe De Cristafano, head of digital for the BPI, said: “We really want to grow the social presence and reach of the Hyundai Mercury Prize, ensuring music fans can connect with the Prize across multiple platforms. Somethin’ Else have a huge amount of experience in creating content and building audiences and I’m delighted we’ve been able to secure their services for this year’s event.”
Steve Ackerman, managing director of Somethin’ Else, promised that the agency would deliver “innovative thinking on how social media can play a part in the marketing of the event”.
The appointment marks the first time that an outside agency has been appointed to work on social media content for the Mercury Prize, however Somethin’ Else have previously worked with the BPI. Last year it created the strategy and online content for the 2015 Brit Awards, which it says now ranks as most tweeted about non-sport event in UK television history.