B side Brum album cover design

The sound of music… the B side is back

Some of the best campaigns shun the obvious and take a different approach. We like to flip things on their head and see what lies underneath – on the B-side.

The brief

Liquid was briefed by Birmingham’s strategic marketing partnership to help it highlight the West Midlands’ musical diversity and attract music-lovers to the region. We hit on the idea of the “B-Side” – and it proved to be a smash hit.

What we did

Through social media engagement and high-profile media coverage, the B-side campaign led to the creation of a “virtual album” on Spotify. We harnessed Twitter, using the hashtag #BsideBrum and celebrity “selfies” to drive interest and traffic to a new B-side microsite. From a “long list” created by a public vote and celebrity suggestions, the final playlist was decided by a panel including award-winning singer-songwriter Laura Mvula, Matt Everitt (BBC 6 Music) and Horace Panter (The Specials).

The result

The “B-Side” campaign gained extensive media coverage, reaching a potential media audience of more than six million. Coverage included the Jo Whiley Show (BBC Radio 2); BBC 6 Music Breakfast show and NME.com. B-side contributed to a huge upturn in music tourism: according to UK Music’s “Wish You Were Here” report, the amount spent by music tourists to West Midlands rose from £119 million in 2012 to £152 million in 2014 – an increase of 27%.

B-side won Gold for Best Consumer Relations Campaign and Silver for Best Low Budget Campaign at the CIPR Midlands PRide Awards.

b-side_brum_montage