23 October 2013

Music | Burberry Brit Rhythm Launch With White Lies

Last week Burberry commemorated the launch of their Brit Rhythm fragrance with three live music events that kicked off in London followed by New York and then finally in Singapore.

Opening the series was British band White Lies who performed to a 600 strong crowd, including British musician and faces of Brit Rhythm George Barnett and Suki Waterhouse, at Shoreditch venue Village Underground.

Never having really heard anything by White Lies before, I arrived with little to no idea of what to expect. After a dramatic entrance of flashing lights and deafening drums, White Lies took to the stage in front of an extremely excitable group of girls in the front, filling the room with melodic guitar chords and stirring vocals. Their powerful performance came to a close in the only way that Burberry know with Brit Rhythm shaped confetti showering the crowd.

The Brit Rhythm campaign is digitally driven and guests of the event were encouraged to share their snaps of the band's performance, continuing Burberry's more original take on bringing raw emotion and excitement to technology. Christopher Bailey selected leading Instagram photographers to capture #ThisisBrit imagery from the live gigs around the world. These photos then began to appear across digital sites across London, New York and Singapore. The next morning I descended the tube escalator only to realise that I recognised the photos of the gig on the screens running down the edges, flooding me with memories from the night before.

There's no brand collaborating fashion and music in our digital strong era quite like Burberry, that's for sure. 
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