Channel 4 and Volkswagen team up for new music TV series
- New series: Abbey Road Studios: in Session with Volkswagen Beetle begins on Channel 4 and 4OD on 14th November
- The opening show will be an extended length special featuring an exclusive one-off performance by Paul Weller
- Weekly sessions will feature a mix of established and emerging artists, including three Mercury Prize nominees
- The show is supported by an integrated campaign across TV, digital, social media and advertising
- Presented in association with the 21st Century Volkswagen Beetle: an icon reborn
To celebrate the return of the iconic Beetle, Channel 4 and London's legendary Abbey Road Studios have teamed-up with Volkswagen to create a new TV music series, Abbey Road Studios: in Session with Volkswagen Beetle.
Produced by Live From Abbey Road Productions, makers of the hugely successful Live From Abbey Road series, the show will feature a fantastic line-up of established and up-and-coming artists performing in session at the world's most famous studios.
The series will be supported by a TV ad campaign on Channel 4 from the start of November. The promo ads, produced by The Outfit, feature Paul Weller and will run across the Channel 4 portfolio from Thursday 1st - Wednesday 14th November, alongside pre-rolls and additional short-form video content online.
In addition to the Channel 4 activity, Volkswagen has been working with Spotify to give users of the digital music service the opportunity to win one of only 100 tickets to the Paul Weller session. Thousands of Spotify users have been contributing songs to a ‘VW Beetle iconic tracks' playlist to be in with the chance of attending this unique event, which will be presented by Volkswagen.
The overall campaign was developed and produced by Mediacom Beyond Advertising, the branded content arm of the UK's leading media agency.
Volkswagen's involvement with Abbey Road aims to re-affirm the association between the legendary Beetle and the rock and roll spirit it embodies, targeting a mainstream male audience, between 30 and 50 years.
The design of the brand new Beetle was inspired by the original Volkswagen, a car that was immortalised on the cover of The Beatles' landmark album ‘Abbey Road'. The new model reinvents that timeless design to create a truly modern classic - an icon reborn for the 21st Century.
Andy Moore at Channel 4 said: "We're thrilled to partner with Volkswagen Beetle for this exclusive AFP deal, which gives Channel 4 viewers front row seats at these one-off sessions from Abbey Road studios."
The Abbey Road Studios: in Session with Volkswagen Beetle series is produced by Michael Gleason, Live from Abbey Road (Ltd) and commissioned by Cath Lovesey and Steven Edwards at Channel 4.
Kirsten Stagg, National Communications Manager at Volkswagen said: "We are hugely excited about the launch of the 21st century Beetle, and we are thrilled to be able to create such an innovative campaign to support it."
Nick Cohen, Head of Mediacom Beyond Advertising, said: "Abbey Road Studios has a unique place in the hearts of music fans everywhere, and we're delighted to be working with Volkswagen on this campaign."
For more information on the new Volkswagen Beetle please visit http://www.volkswagen.co.uk/new/beetle-nf/home