Q, the music magazine and website, has sealed a commercial partnership with All Points East music festival in London's Victoria Park that will see it deliver a guide on the event and offer exclusive access backstage and to headliners.
The Bauer Media publication, founded in 1986, will lean on its in-house team to deliver commercial content to raise awareness of the 10-day festival and help drive ticket sales spanning across print, digital and social.
Its branded coverage is to kick off with exclusive interviews with All Points East headliners Mumford & Sons and Bring Me The Horizon, landing in the next mag which is available 12 March. Included in the package will be a dedicated editorial spread on All Points East in the 2019 Q festival guide, also running online. Furthermore, the title will have exclusive access, backstage interviews and artist Instagram takeovers as part of the deal.
Abby Carvosso, group managing director of Bauer Advertising, said: “Q is the ultimate guide to modern music and this commercial partnership will deliver on All Points East’s brief by creating tailor-made content with serious music credentials.
"Our insight and understanding of Q’s audience of music lovers, paired with our editorial and commercial expertise will place readers at the beating heart of All Points East through a creative campaign spanning print, digital, social and experiential.”
Ted Kessler, editor of Q Magazine, added: “Q and All Points East’s musical dials are perfectly aligned with each other. This partnership will bring Q’s loyal audience closer to the acts both in the run-up to the festival and during the event. Fans will fans feel like they are a part of it before the gates are even open. Nobody will want to miss it.”
The festival opens Friday 24 May 2019. The deal was arranged by Q Magazine and All Points East promoters AEG.
It comes after Bauer launched Scala Radio last week, bringing Disney aboard to sponsor Simon Mayo's breakfast show.