Not content with spreading its live-streaming tentacles across the global clubbersphere, Boiler Room has decided to take on the big bad world of advertising, announcing the launch of Brand Labs, a new agency aiming to take on the likes of Vice’s in-house creative solutions operation Virtue.
Just under a decade ago now, Boiler Room founder Blaise Bellville began streaming DJ sets across the globe from a basement in London. Since then the brand has gone from strength to strength, with huge DJs lining up to play at parties around the world on a super-regular basis.
Last year saw the Hackney-based outfit expand operations with the launch of 4:3, a platform dedicated to bringing the best in music-related video content – from new videos to documentaries dug out of the archives – to its ever-growing audience for free.
Hoping to attract brands looking to connect with music-loving youth audiences, Brand Labs will use live broadcasts and original digital content to keep both sides of the arrangement happy.
The Drum reports that Brand Labs’ first big project will see it working with French pastis purveyors Pernod Ricard on a four day music festival set to take place at the Copeland Park industrial estate in ever-popular Peckham.
The four day event is set to take place in October, and will, so the BR team say “push the boundaries of a traditional festival,” which is the sort of admirable aim that pretty much every festival on earth has in 2019. The Peckham party will of course, be streamed live on Boiler Room.