“Live Colourul.Live” is a groundbreaking music creation and performance platform designed to help our mainstream millennial audience to try something different.

In 2015, we used this platform to get this audience to finally try Grime music. We did this by:

i.) Creating an original track that, through its method of creation, totally reframed Grime music for a mainstream audience.

Through a collaboration between a Grime star and musicians from other disciplines, we showed our audience how, despite any preconceptions they might have previously held, Grime was just another form of musical expression.

ii.) Putting on a gig that stepped around the institutional red tape physically inhibiting this mainstream audience from experiencing Grime live.

By using live instrumentation, we were able to side-step The Metropolitan Police’s Grime-suppressing health and safety from (“Form 696”), to showcase our track and give our audience a unique opportunity to physically experience Grime music first-hand.

We created a groundbreaking new track:

- Grime star, Lethal Bizzle; legendary classical composer, David Arnold; and rising Soul star, Sinead Harnett, came together to write and record with a 35-piece orchestra in London’s Air Studios.

- 31 days later, their collaborative track “Come this Far” was delivered.

We put on a gig unlike any our audience had ever experienced:

- With “live” instrumentation supporting our Grime talent, we could finally step around Form 696.

- 3 weeks after recording, at London’s One Mayfair, our trio were finally greeted by a capacity mainstream crowd ready to experience live Grime for the first time.

We used an innovative media approach to ensure wider awareness:

- Seeding short-form content in music outlets, artists’ social followings and Buzzfeed.

- Showcasing the event in social and V.O.D.

- Releasing the track through Twitter’s “flock-to-unlock”

- Broadcasting explanatory film content on V.O.D., pre-roll and social.

The track and gig made a cultural impact and got people to try something different:

- 20k track downloads in two weeks, the 6th most downloaded in the UK, and mass illegal streaming right across the web.

- The free gig tickets quickly ran out, with illegal tickets soon found on seetickets.com.

The campaign also garnered further mass awareness & engagement:

- Combined digital views > 17.6M.

- This was strengthened by exceptional engagement, with VICE’s dwell times at an average of 2m43s and Buzzfeed’s at 3m30s.

This had a definite affect on audience perceptions:

- 85% of our 18-34 mainstream audience identified Live Colourful as Bulmer’s philosophy for life, rather than just its product (15%).

- 67% agreed that it was “all about trying new things” and almost half agreed with the highly specific “Bulmer’s philosophy is that life is richer when you embrace the new and diverse.”