ibis MUSIC 2019
A global, live music programme and activation platform in partnership with Sony Music and Spotify, designed to bring emotive consumer experiences to the heart of the ibis hotels brand and give emerging musicians true career support. The programme connected established musicians, up-and-coming artists and fans to one another through an in-hotel gig series, digital platform and an unforgettable culminating live moment.
44 intimate in-hotel gigs
A series of intimate in-hotel gigs took place across 17 countries, turning communal spaces into vibrant musical experiences featuring the hottest local artists. These artists were identified via a partnership with Spotify which included access to their data services, a global media campaign and a dedicated ibis MUSIC Spotify page featuring artist-curated playlists. Sony Music UK’s 4th Floor Creative Group helped provide four headline acts to perform in ibis hotels across 6 countries, including Tom Grennan, Lucas Lucco, OK KID and Boulevard des Airs.
ibis presents Europe Stage
Following the in-hotel gigs, nine finalists were selected to represent their country at Sziget by performing on the Europe Stage presented by ibis. By programming the first day of the stage and sponsoring it for the remainder of the festival we were able to showcase some of the world’s most exciting emerging artists whilst driving association between ibis and music.
ibis Open Studio
Across the festival site we created the ibis Open Studio.
The bespoke build was designed to foster social interaction through social seating and an open structure, inspired by ibis’ new design concepts. During the daytime it was a relaxed hang-out with warm grooves perfect for the hot afternoons. At night, it came alive with the hottest DJs bringing the party, dropping upfront hip-hop and fresh pop to an always packed crowd.
In addition, festival goers could ‘Become the Band’ through a recording studio photo opportunity and the ibis Mash Machine where they could create their own track.
Brand perception
- Association with music: 6% uplift from 4% to 10% from August 2019 to September 2019
In hotel and on site activation
- 44 in hotel gigs
- Attendees of in-hotel gigs: c 3,000
- Total footfall through ibis Open Studio at Sziget: 37,100
- Total festival reach at Sziget (digital and physical): 865,000
Reach and engagement
- PR reach : 205 articles across 18 countries including Rolling Stone and NME
- Total reach of content: 131M impressions and reached 50M people on social media
- Total views of video content: 12M
- #ibismusic used 5000+ times on Instagram
