Grime star Stormzy is fronting a free digital in-app concert experience on Spotify in celebration of Rockstar Energy Drink’s Press Play brand platform. The artist will perform hits from his ‘This is What I Mean’ album, alongside international stars from France, Poland and Germany.
The experience will go live on Spotify at 5pm BST on July 21st. Each of the concert headliners will transport viewers to five distinct digital worlds, encompassing gaming and nightlife themes that align with each artist’s unique concept of play. By clicking the ’Press Play’ icon during the concert, viewers can navigate between the immersive worlds.
To make the experience accessible to everyone, the brand is releasing a British Sign Language (BSL) edit of the Stormzy performance available on YouTube, featuring an energetic interpretation by Chris Fonseca, a deaf choreographer and dancer. Exciting out-of-home viewing experiences will also be available in select regional UK locations.
In addition, Rockstar will be launching an on-pack promotion later in the year to give fans the chance to win tickets to an exclusive Stormzy gig.
Stormzy played an instrumental role in the virtual concert creation process, combining his incredible vocals and high-energy performances with innovative technology. By utilising motion capture sensory tracking, these captivating performances promise a one-of-a-kind experience that has never been seen before, claims Rockstar.
Stormzy says: “I’m really excited to be a part of this legendary digital in-app concert experience with Rockstar Energy. My favourite part has been performing in a mo-cap suit to take my music into different realms. The idea blew my mind because it isn’t something I’ve done before, so I hope the Rockstar ‘Press Play’ digital in-app concert experience blows my fans’ minds too and gives them the energy they need to embrace the things they love, the same way I do with music.”
Bart LaCount, vice president of international beverages marketing at PepsiCo, said: ‘The in-app digital concert experience is explosive and truly captures the essence of the brand - helping to energise fans and facilitate their transition from work to play. Stormzy’s dynamic performance and lively persona perfectly embody the ‘Press Play’ attitude. In keeping with our brand’s commitment to inclusivity, we placed an emphasis on accessibility when developing the platform. Consequently, we are delighted to offer a BSL interpreted version of the concert, considering the diverse needs of the deaf community and the hearing impaired. By doing so, we ensure that all music lovers receive the boost they need to engage in the activities they love.”
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