2. Awards & Education;

What is the British Music Experience?

The British Music Experience is Britain’s interactive museum of popular music, combining cutting edge audio-visual technology with some of the most coveted music memorabilia of all time. Since opening in March 2009, the museum is relatively new to the tourist scene, therefore its main objective is to drive visitor footfall. Based at The O2 in Greenwich, the museum faces a geographical challenge from being set away from the centre of the tourism hub.

You can trace historic, era defining moments and trends through 60 years of music history, learn about British music’s influence on art, fashion and politics, feel the thrill of being in the crowd at a legendary gig, flick through virtual record collections, eavesdrop on fantasy dinner parties and search across a giant interactive music locations map of Great Britain. Not only that, in the Gibson Interactive Studio you can develop your skills on guitar, bass, drums and keyboard. In the Sennheiser vocal booth you can record your own track and you can record your dance video in Dance the Decades.

Hundreds of pieces of British music memorabilia are featured, including David Bowie’s Ashes to Ashes clown suit and Ziggy Stardust costumes, Noel Gallagher’s Union Jack guitar and dresses from Amy Winehouse and Leona Lewis. There is also a full educational programme with workshops, lectures, master-classes and concerts.

The British Music Experience is a registered charity with the purpose to advance the education and appreciation of the art, history and science of music in Britain.

And finally, when you return home you can log into your ‘MyBME’ library and access all of your performances and favourite parts of the museum and continue your trip through music history.

The Creative Challenge

The challenge here is to develop ideas and concepts that communicate the essence – and the richness - of the British Music Experience - and to communicate them in a way that comes to life online.

Media

Whilst you are welcome to demonstrate how your idea would scale to other media, it must start and live online.

Target Audience

Your campaign should appeal to anyone and everyone with an interest in music and Britain’s cultural influence – from children of a primary school age to senior citizens; from Spice Girl wannabes to those who saw Beatle-mania first time round! Think about tourists from around the UK and abroad who are visiting London’s landmarks.

Come and experience things for yourself!

Anyone tackling the challenge is invited to visit the British Music Experience for free in order to experience the exhibition in person and help to better inform their interpretation of the brief. If you wish to enquire about about visiting the BME please email, kezia@ycnonline.com

Mandatories

You must use the logo and branding within your work but how this is done is completely up to you.