“There is no greater advert for London as a creative, multicultural, party-loving city than Lovebox” - The Times Overview Introduction
Lovebox is London’s own festival.
Over the past 11 years, it has been embraced by the capital’s most stylish and influential party people and cemented it’s place at the heart of London’s bristling social summer calendar. No festival better captures the inclusiveness and multicultural beauty that London represents or the cultural breadth and depth that makes London first among its worldwide City equals.
A dozen summers since it first set sail on Clapham Common, 2014 heralds a new chapter in the ever-evolving story of Lovebox. From Roxy Music to Snoop Dogg, from the music of Manu Chao to the flamboyance of Florence and the Machine, Victoria Park has hosted a decade of sun-drenched shows under the Lovebox banner.
This coming July, Lovebox is being joined by Secret Productions (co-organisers of Wilderness and Secret Garden Party 2009-2013). In doing so, a larger family is being built to choreograph a new creative vision for Lovebox 2014. Now spanning two days, an urban revival is once again on its way. Lovebox is returning as a true celebration of festival culture, right in the heart of the City. Demographic
Demographic Core - 18–35 Fans of all genres of live music who also enjoy going to clubs, gigs and festivals with friends, highly engaged with technology, media savvy, with an interest in arts and culture
ABC1/B2 Male/ Female: 50% / 50%
Total attendance 2013 – 70,000 Location
Victoria Park boasts a perfect location, set between Bethnal Green, Hackney and Bow, three of the capital’s most socially dynamic and creative quarters.
The naturally beautiful space provides both the open expanses for that festival party rush and the hidden corners of calm which define Lovebox as a true festival experience in the heart of London.
Site build and event management is provided by industry leaders ensuring unblemished operational systems, safety and security for this large scale event.
Victoria Park London E3 Accessible by bus, tube and overground trains TICKETS Marketing FROM “AN ANNUAL LOVE LETTER TO THE CAPITAL” - THE GUARDIAN £35! FRIDAY 19TH JULY SATURDAY 20TH JULY SUNDAY 21ST JULY AZEALIA BANKS PLAN B GOLDFRAPP HURTS / LIL’ KIM JURASSIC 5 D’ANGELO UK FESTIVAL EXCLUSIVE SO SOLID CREW / NETSKY (LIVE) KELIS / LIANNE LA HAVAS Audience Reach RUDIMENTAL ALUNAGEORGE / JOHN NEWMAN MS MR PLUS MANY MORE T.B.A. FOREIGN BEGGARS / ODDISEE KWABS / QUADRON / SID BATHAM SCRUFIZZER / CHARLIE WILSON RED BULL MUSIC ACADEMY RED BULL MUSIC ACADEMY PRESENTS HARVEY’S DISCOTHEQUE 2013 campaign reached: RED BULL MUSIC ACADEMY PRESENTS MARK RONSON PRESENTS DAVID RODIGAN'S RAM JAM DJ HARVEY MARK RONSON ERIC DUNCAN (RUB N TUG) / PRINS THOMAS c. 13 million people nationally DAVID RODIGAN MBE A-TRAK / KENNY “DOPE” GONZALEZ FORCE OF NATURE / IDJUT BOYS JAZZIE B (SOUL II SOUL) KON / DJ DRAMA / SEB CHEW & GREENMONEY HEIDI PRESENTS THE JACKATHON TODDLA T SOUND / DRE SKULL / ARTWORK ALITREC (RED BULL MUSIC ACADEMY ALUMNI) c. 9 million people in London IRATION STEPPAS / VENUM SOUND HEIDI / SOLOMUN RUDI ZYGADLO (RED BULL MUSIC ACADEMY ALUMNI) HOT CREATIONS PRESENTS FRANKIE KNUCKLES ANNIE MAC PRESENTS JAMIE JONES DERRICK CARTER / BICEP ANNIE MAC / DISCLOSURE (DJ SET) ART DEPARTMENT KIM ANN FOXMAN / KRANKBROTHER SPECIAL GUEST: WILEY SUBB-AN / LEE FOSS Media focus on festival culture, middle youth INFINITY INK / RICHY AHMED / PBR STREETGANG LOVEBOX LIVE PRESENTS REDLIGHT (LIVE) / DUKE DUMONT BREACH / MELE / LULU JAMES / MONKI HOSPITALITY PRESENTS PAUL KALKBRENNER (LIVE) and lifestyle brands BENOIT & SERGIO (LIVE) NOISEY IN ASSOCIATION WITH THE HYDRA NETSKY (DJ SET) HIGH CONTRAST FACTORY FLOOR / PURITY RING FLYING LOTUS (LIVE) MISS KITTIN (LIVE) DANNY BYRD / CAMO & KROOKED ZEBRA KATZ / LE CAROUSEL / MYKKI BLANCO JULIO BASHMORE LONDON ELEKTRICITY RUSSIAN STANDARD HOUSE OF DAVAI 2013 Campaign highlights SPECIAL GUEST: SBTRKT (DJ SET) S.P.Y. / NU-LOGIC / FRED V & GRAFIX / LUNG JOHN TALABOT (LIVE) / GASLAMP KILLER SPECIAL GUEST: B-TRAITS JONNY WOO SHOW (LIVE) MC’S: DYNAMITE, WREC, LOWQUI & MORE GOLD PANDA / DOLAN BERGIN A LOVE FROM OUTER SPACE RUSSIAN STANDARD HOUSE OF DAVAI (ANDREW WEATHERALL & SEAN JOHNSTON) • Cover of the Time Out Festivals Guide RUSSIAN STANDARD HOUSE OF DAVAI DJ YODA & THE TRANS-SIBERIAN HORSE MEAT DISCO THE CORRESPONDENTS / SAM & THE WOMP (SEVERINO / JIM STANTON / JAMES HILLARD / LUKE HOWARD) REBEL BINGO / ANDREYA TRIANA MARCH BAND UNCLE VANYA’S DISCO PARTY INTRODUCINGLIVE PERFORM ‘DISCOVERY’ REBEL BINGO / MISS HOPE SPRINGS • 7 full page adverts in the London Evening REBEL BINGO / SWING PATROL / OUT EAST EAST SIDE STRUT BOXFRESH SOUNDSYSTEM BOXFRESH SOUNDSYSTEM JODIE HARSH (ROOM SERVICE) Standard DAUWD / MOXIE / TAYO PAPOOLA KINDNESS (DJ SET) / THE REVENGE AUNTIE FLO / HOT BLOOD BOBBY CHAMPS / COTTAM / VOYEUR KRIS DI ANGELIS (WAR) BIG NIGHT OUT SOUNDSYSTEM DAN BEAUMONT (DALSTON SUPERSTORE) JAZZ CAFE STAGE BADBADNOTGOOD / PURPLE FERDINAND THE LOVELY JONJO (HOT BOY DANCING SPOT) • Extensive digital underground campaign SUPA DUPA FLY X ROCK THE BELLES HANNAH HOLLAND (PARIS ACID BALL) JAKE ISAAC / RUEN BROTHERS EMILY RAWSON / KAYPER / FEARNEY / SWERVE MARK ASHLEY DUPE (DUPES DEN) OLIVIER ST LOUIS / AMPLIFY DOT SHORTEE BLITZ / CJ BEATZ / MATCHSTICK CRACK MAGAZINE PRESENTS • RBMA Forum Show featuring Chic BUTTONED DOWN DISCO X ANTICS THE FLY PRESENTS GHOSTPOET / RAINY MILO / BIG DEAL / SPLASHH JON HOPKINS / HYETAL (LIVE) VIP HOSTED BY MODA BLACK IN ASSOCIATION WITH RWD BIPOLAR SUNSHINE / JOSEF SALVAT / OWLLE GABRIEL BRUCE / CHLÖE HOWL / FEAR OF MEN JAYMO & ANDY GEORGE MAUSI / ROSCIUS ROSCIUS / MOKO / IDLES / JOEY FOURR NO ARTIFICIAL COLOURS / HAUSWERKS MIA DORA / UNIT 7 VIP HOSTED BY KUBICLE IN ASSOCIATION WITH NOTION VIP HOSTED BY FUTURE DISCO KENNY GLASGOW (ART DEPARTMENT) / LUCA C (INFINITY INK) GREG WILSON / KIM ANN FOXMAN Media Partnerships PBR STREETGANG / DEATH ON THE BALCONY BONAR BRADBERRY / SEVERINO / GUY WILLIAMS STEPHANE GHENACIA & GUILHEM MONIN SEAN BROSNAN / THE POOL DJ’S Metro HEART, SOUL, ROCK & ROLL
London Evening Standard WWW.MAMACOLIVE.COM/LOVEBOX Time Out Resident Advisor Fact Notion Noisey Crack Magazine RWD Beige SBTV CBS Outdoor Online
Online stats 20 Lovebox e-shots sent over 7 months to a database of 71,000.
Lovebox website
463,727 people visited the Lovebox website between 1 July and 31 July 2013 (twice more than 2012)
Lovebox social media
Lovebox communicates with an active and passionate Facebook & Twitter fanbase:
Facebook: 65,000 likes
Twitter: 19,400 followers Press Coverage Talent Music
From the rock & roll chaos and glamour of supercharged sets and epic performances against dramatic backdrops to chuggy jams under the trees and jump-up lunatic dance-floor smashers, music is the heart of Lovebox.
Thanks to solid relationships with an ever increasing pool of agents, managers, promoters, journalists, venue owners, fanzine fanatics and hardcore groupies, each year’s Lovebox lineup involves a curation of bands and DJs spanning the genres, from hot breaking acts to stadium rousing legends, with everything in between.
Lovebox 2013
Azealia Banks Plan B Goldfrapp AlunaGeorge Disclosure Annie Mac Presents Jurassic 5 Rudimental Marc Ronson Kelis DJ Harvey D’Angelo Hurts Flying Lotus “Doing away with the tribal boundaries of music genres and defying broader social conventions, Lovebox is now a swelling and unifying three day hedonistic wonderland.” Subba Cultcha Previous Artists From 2002 To 2013... Previous Artists
There’s more love at Lovebox
15-17 JUNE 2012 - A DECADE OF LOVE
15-16-17 JULY - VICTORIA PARK, EAST LONDON FRI 15 JULY 15 FRI HOT CHIP FRIENDLY FIRES GRACE JONES THE WOMBATS VERY SPECIAL CRYSTAL CASTLES EMELI SANDE GUESTLANA DEL REY METRONOMY BEARDYMAN MAGNETIC MAN MAVERICK SABRE CHAKA KHAN EXAMPLE ED SHEERAN - ARCHITECTURE IN HELSINKI SUB FOCUS LIVE KELIS CHIC FT NILE RODGERS WASHED OUT - ALEX CLARE - ENOTE MADEON - DEVLIN LITTLE DRAGON CRYSTAL FIGHTERS ED BANGER ARENA: SEBASTIAN, BUSY P, WE HAVE BAND NORMAN JAY - DELILAH THE RAPTURE - SAM SPARRO CARTE BLANCHE LIVE (DJ MEHDI & RITON), CASSIUS, UFFIE TENTH BIRTHDAY EXCLUSIVE NIKI & THE DOVE RINSE 106.8FM I AM A CAMERA - JONNY WOO FWD >> RINSE ARENA: SKREAM, THE FULL LIVE SHOW IS BACK ROLL DEEP DJ & MC SET - MS DYNAMITE - ZINC & TIPPA SKREAM - ZINC+ ONE TIME ONLY DALSTON SUPERSTORE LIVE ROSKA & JAMIE GEORGE - KODE 9 - PLASTICIAN & P MONEY FRI REDLIGHT - P MONEY DAY SECOND STAGE AZARI & III VICE ARENA: FLYING LOTUS LIVE BOY BETTER KNOW PATRICK WOLF £28.50 PLASTICIAN - MS DYNAMITE BOOKA SHADE TYSON - THE GOLDEN FILTER HERVÉ - HUDSON MOHAWKE - PHOTEK LIVE
ROSKA - MZ BRATT - N TYPE RITA ORA SAINT SAVIOUR - RONIKA - CHEW LIPS SAT 16 JULY BRACKLES - MARCUS NASTY STOOSHE - MZ BRATT - CRAZY P THIS IS...CIRCUS TRIM - SUPPLIER DOT ROTTEN IN ASSOC. WITH QX MAGAZINE
DIGITAL SOUNDBOY LAST DINOSAURS - BIG KIDS MIKA - DEV PERFORMING EASTSIDE CARNIVAL SWISS LIPS - NEXTMEN SNOOPDOGG "DOGGYSTYLE" FELIX DA HOUSECAT FT DAZ DILLINGER AND KURUPT (THA DOGG POUND), RBX, LADY RAGE, WARREN G AND JOE COOL RUSKO featuring ASHLEY BEEDLE SHY FX + STAMINA MC HOSPITALITY KRIS DI ANGELIS (LIVE) JESSIE J - THE DRUMS NETSKY - HIGH CONTRAST JODIE HARSH - JOSHYOU ARE BREAKAGE DAVID RODIGAN SANTIGOLD - KATY B - LYKKE LI THE TODDLA T SOUND IMMODESTY BLAIZE - SCOTTEE - PLUS GUESTS GROOVE ARMADA PRESENT RED LIGHT with SHOLA AMA / SEROCEE / DRS CAMO & KROOKED TRAILER TRASH VS YOUNGMAN LIVE - B TRAITS DANNY BYRD GUTTER SLUT PRESENT FENECH SOLER - ZIGGY MARLEY - THE JOY FORMIDABLE - DRY THE RIVER DISMANTLE - THE HEATWAVE LONDON ELEKTRICITY DJ HELL - TIGA BAG RAIDERS - MAVERICK SABRE - THE PHOENIX FOUNDATION - JESS MILLS plus special guest MC’s, hosts and vocalists HIGH CONTRAST - DAVID RODIGAN FACTMAG.COM PRESENTS SPECIAL DISCO VERSION LONDON ELEKTRICTY - DANNY BYRD CROSSTOWN REBELS PRESENT FT. JAMES MURPHY & PAT MAHONEY HOSPITALITY 2 BEARS (DFA / LCD SOUNDSYSTEM) MULLETOVER - SETH TROXLER - ART DEPARTMENT - AME - SEBO K JAGUAR SKILLS A REBEL RAVE IVAN SMAGGHE MOTOR CITY DRUM ENSEMBLE - APPLEBLIM - FLOATING POINTS - MARK E - ROSS ALLEN BLONDES LIVE DAMIAN LAZARUS HANNAH HOLLAND - MIKKI MOST SUN 17 JULY GRECO-ROMAN presents MACEO PLEX PER QX - NIC FISHER - ALEXANDER PARADE DISCLOSURE LIVE - BAIO ART DEPARTMENT MISS CRYSTAL MC SCISSOR SISTERS THE NYC DOWNLOW CLOSING GRECO-ROMAN SOUNDSYSTEM AMIRALI LIVE THE MAIN ROBERT JAMES HORSE MEAT DISCO 2MANYDJS STAGE - BLONDIE - ROBYN RED BULL MUSIC ACADEMY ANDREW WEATHERALL HESSLE AUDIO ft WARM & ELECTRIC MINDS ft. TIM SWEENEY - OPTIMO KELIS - MARC ALMOND - BETH DITTO PEARSON SOUND, DIXON - PROSUMER JIM STANTON & JAMES HILLARD JOY ORBISON - MOVE D SEVERINO - LUKE HOWARD AZARI & III - BLACK DEVIL DISCO CLUB - HARD TON - MEN BEN UFO and PANGAEA GERD JANSON - AUNTIE FLO SUPERSTORE DISCO TENT HORSE MEAT DISCO - TENSNAKE - JONNY WOO BENJI B - MELE - BRENMAR WARM RESIDENTS THE LOVELY JONJO - DAN BEAUMONT PICTURES MUSIC presents LAPALUX b2b DAUWD DOLAN BERGIN JOHN SIZZLE - A MAN TO PET THE SHIT ROBOT SHOW LIVE - PLANNINGTOROCK - FERAL AKA MC KINKY - RETRO/GRADE MOXIE LOVEBOX RESIDENTS: HOT BLOOD ART AGAINST KNIVES THIS IS...CIRCUS: STYLE OF EYE / FRED FALKE / FILTHY DUKES / JODIE HARSH / KRIS DI ANGELIS (LIVE) ART AGAINST KNIVES STEVE KOTEY - FACE AND HEEL TOM STEPHAN / BOWSKI / WARBOY / EROL SABADOSH / SCOTTEE - EAT YOUR HEART OUT GILLES PETERSON ART AGAINST KNIVES FUTUREBOOGIE DJS KLOSE ONE - MONKI - MARTELO NORMAN JAY MAXXI SOUNDSYSTEM TRAILER TRASH -V- HOT BOY DANCING SPOT - DR NOKI - MONARCHY - VIKTORIA MODESTA UNKNOWN TO THE UNKNOWN ROB MADE - WORK IT RON BASEJAM (CRAZY P PLUS MORE TOM STARR - COOKS - PLUS MORE PLUS MORE TICKETS FROM £28.50 LOVEBOX.NET “A weekend where anything goes, with lashings of style and, most importantly, banging sounds.” - Kerrang Radio Creative Production Creative Production
From the first ever Lovebox, the importance of creative production and creative content has always been paramount. Be that giant art installations, spontaneous acts of performance and audience participation, or theatrical film sets sourced from Glastonbury to Burning Man, the Lovebox experience is so much more than ‘bands in tents’ like many other festivals.
In 2014, we are thrilled to be joined by Secret Productions (co-organisers of Wilderness and Secret Garden Party 2009-2013). Together, the larger Lovebox family will be choreographing the most creative, exciting and participatory Lovebox ever for an audience seeking adventures within the realms of urban life. “A proper let-loose festival, right here in town.” - The Independent Fashion Fashion
With a large part of the Lovebox audience well ahead of the style curve, it is no surprise to spot fashion journalists on the hunt for the latest trends. Year on year, the resulting Lovebox coverage hits the style pages of every magazine from Vogue through to Grazia, Elle and Company. “If we have one regret, it’s that it was over far too soon.” - SkyLiving Case Studies Case studies
Red Bull Music Academy Objective To create a highly anticipated lineup over the three days of Lovebox and increase the brand awareness of Red Bull Music Academy in the UK. A strategic decision was made to create a listing deal in year one to interact with the customer base, and develop the deal with an activation for year two.
Deal MAMA booked, programmed and built the Red Bull Music Academy arena at Lovebox with three days of artist activity curated by David Rodigan MBE, Mark Ronson and DJ Harvey. Prior to the festival, MAMA created a partnership launch party and a highly anticipated festival warm-up club night at The Forum, headlined by Chic. Extensive marketing support was delivered across all media platforms including logo inclusion on nationwide press.
Outcome The RBMA Arena was the heartbeat of Lovebox 2013 and became the main destination for many festival goers. The bespoke branded build enhanced the electric atmosphere created by the highly anticipated lineup. The RBMA brand awareness was leveraged via a series of highly marketed events, which generated key content such as live recordings, branded imagery, online engagement and established a long term partnership between Lovebox and RBMA. The scale of activation had a positive effect on Red Bull sales at the festival with over 23,400 cans sold over the weekend. Case studies
Russian Standard Vodka
Objective To raise awareness and strengthen the personality of the brand, engaging with Lovebox audience via a vibrant, credible and high energy destination.
Activity Russian Standard’s House of Davai was pivotal to the programming of the site. The wide range of activity included curation from Jonny Woo, a DJ set pitting Horse Meat Disco vs. A Love From Outer Space and a exclusive festival set from Rebel Bingo. The eye-catching design of both the stage and bar created the perfect backdrop for vodka sampling & product giveaway. Specially recruited Russian and English hostesses enhanced the consumer experience through personal engagement within the area. RSV also hosted The Official Lovebox After Party on Saturday at Oval Space, the hottest ticket in town! As a key element of the event House of Davai was marketed across all Lovebox marketing including a large underground poster campaign and extensive social media.
Outcome The House of Davai was one of the most popular venues at Lovebox, with a constant party atmosphere. Over 72,400 serves of Russian Standard, the solus vodka on site, were consumed over the weekend, 80% up on 2012. Case studies
BOXFRESH
Objective To create a dynamic dance destination over two days of Lovebox, increasing brand credibility through association with a cool and creative arena.
Activity MAMA designed, constructed and programmed the Boxfresh Soundsystem arena at Lovebox. A groundbreaking creative collaboration with graffiti artists from Monorex enhanced the build with bespoke, stand out sound system mural painted onto six shipping containers. The graffiti design knitted together the musical and urban credentials of the brand’s identity, producing the perfect setting for the showcase of cutting edge DJ sets.
Outcome The Boxfresh Soundsystem was a constantly heaving area of site, in a central location with an eye-catching design drawing punters in. The graffiti design was a key talking point, as well as highly photogenic, and reflected the cool and urban personality of the brand. The Boxfresh logos were highly visible wherever punters were standing around the arena bringing to the forefront the assocaition. Bespoke t-shirt designs were also commissioned for bar staff, enhancing the brand’s visibility across site and further bringing together the LoveBoxfresh collaboration. “Lovebox is not just one of the most authentic festivals of the summer, but an annual love letter to the capital.”
- The Guardian Contact Details
Brand Enquiries
Debbie Ward - [email protected] Becky Tudor-Williams - [email protected]