EXPERIENTIAL ACTIVATION
Save Our Scene & Kate Nash
A bold, single-month campaign and activation that turned a provocative stunt into major press coverage for grassroots music
results
991.5k+
19.4m
social coverage total reach
av. press circulation
10
5
press articles
radio / tv features
7.2m+
2
comments
social media features
Platforms:
TikTok. Instagram.
Countries:
UK.
brief
Ahead of the London leg of Kate Nash's UK/European tour at Koko Camden in November 2024,UOR were tasked to create a campaign to spotlight the crisis facing grassroots music venues - highlighting the negative impact of major music organisations and the case for support through initiatives like Save Our Scene (SOS) and the Music Venue Trust (MVT)
our approach
Kate Nash fronted her "Butts 4 Tour Buses" campaign - launching an OnlyFans account to help fund her tour, drawing attention to how little artists earn from streaming. She took to the streets of London on the Save Our Scene fire truck, making visible stops outside Spotify and Live Nation to protest the state of the industry, generating a wave of press, broadcast, and social pickup around the story. It was a single-month campaign taking place in November 2024, that turned a provocative fundraising angle into major cross-format press coverage for the grassroots music cause.
