Hailed as one of the best vocalists in R&B right now, H.E.R. recently set off on her first-ever headlining tour. As she stopped by London to perform a sold-out gig in Camden’s iconic KOKO, we teamed up with RCA Label Group and Beats by Dre to capitalise on the hype and excitement of H.E.R. being in town.
On the day of the gig, we set up shop in Chalk Farm opposite The Roundhouse, arranging, installing and dressing the venue from head to toe. H.E.R. promoted the pop-up shop on social media, encouraging fans and passers-by to stop in and listen to music on Beats by Dre, pick up new merchandise – and even catch a glimpse of the singer herself as she stopped by the shop ahead of the gig.
The promotion received over 23k likes on her Instagram in a matter of hours. In addition, to create some buzz, we also arranged a special silhouette photo-booth, recreating the artwork from H.E.R.’s new album and giving fans the opportunity to upload their own cover to their social media.
In the evening, the shop provided an ideal setting for a party as RCA Label Group and Beats by Dre took over, arranging an invite-only event.