BBC Broadcast completes Music Live trails

BBC Broadcast has created the trails for BBC Music Live, a music festival being held in Northern Ireland from April 23 to May 3.
The campaign launches with master television trails on April 10, followed by national online trails and posters promoting the Music Live festival.
The trails follow one person on an incredible crowd surfing journey, passing across a diverse audience from rock fans to classical fans to dance music fans. As the crowd surfer passes above the crowd, the camera picks out individual fans of each music genre with a soundtrack featuring the many types of music represented in the festival giving the viewer a feeling of immersion.
The television trail is the foundation of an integrated campaign promoting the central idea of being emotionally transported by live music. The theme will be used for tactical trails for specific events, channel menus, radio trails, online support and posters in Northern Ireland heralding the start the event. All will carry the campaign line ‘BBC Music Live: Where will it take you?’
Andy Bryant, BBC Broadcast Director of Creative Services, said: “Music Live is a celebration of live music. It is all about being there, about being carried away by live music at the event that brings thousands of people and performers together throughout Northern Ireland. BBC Broadcast has created a trail that puts the viewer right in the audience capturing all the vibrancy and excitement of a live concert.”
BBC Radio Marketing Manager Chris Travers explained the rationale of the campaign: “Our aim is to bring credit to the BBC for its unique investment in all forms of live music - something often taken for granted, and which commercial broadcasters cannot match. The campaign for Music Live targets all music lovers and really captures the excitement of live music and the epic nature of this unique genre-busting festival which enjoys over 700 hours of broadcasting.”
The festival, celebrating music of all kinds, will be based throughout the region and will feature on BBC Radio and Television in many special national and local broadcasts. There will be more than 100 hours of broadcast output with the floating stage on the River Lagan providing platforms for new bands and musicians to showcase their music. Alanis Morissette, Bob Geldof, The Chieftains, Dolores O'Riordan and the Divine Comedy, plus Katie Melua, Kila and Moya Brennan will be amongst those playing at the free concert, Beautiful Night, in Belfast on May 1.
(GB)