Defected Records

Defected Records

Issue

We’ve been working with Defected Records to create fame and demand around their flagship live events. As COVID-19 spread around the world, live music organisers faced unprecedented cancellations of their lucrative summer festivals. 

With Defected’s very first Ibiza Festival just a few weeks away, the label had to make the tough decision to postpone the event until the pandemic passed, and international travel became a viable option once again. 

Idea

Defected very first Virtual Festival, a 12 hour back to back party featuring some of the labels best-loved talent including the founder, Simon Dunmore, and Melvo Baptiste, streaming live, without an audience present, from London’s iconic Ministry of Sound. 

Implementation

Tapping into the broader ‘at home’ entertainment narrative. Defected Virtual Festival was covered across television, radio, online and print media, securing broadsheet interviews for Defected new CBO, James Kirkham, discussing the label’s pioneering move to host the world first fully digital festival. Top tier coverage was secured included segments on BBC and Channel 4 News as well as features in The Daily Telegraph, Le Monde, NME and Metro.  

The result: 1.6 million views of Defected Virtual Festival and coverage reach of over 250 million.