Broadening the reach of The Hyundai Mercury Prize

Record breaking social media for a music institution.

The Mercury Prize is a much loved and long running British music institution. Full of credibility, it’s the musician’s music award where one album is chosen by an esteemed panel of judges as THE album of the year. This year we were delighted once more to work for the BPI to develop the online and social media strategy for the build up and ceremony, as Sampha picked up the trophy and winner’s cheque of £25,000.

A key part of our brief has been to broaden the reach and appeal of the award as it ensures its continuing relevancy in a fast changing music world. Our work required us to work closely with the BBC, Apple Music and event sponsor Hyundai as well as all the artists nominated.

On the night we rolled our our “Studio Live” social newsroom team, who were at the event to create fast turn-around, high quality content.

The result has been record social media numbers for The Mercury Prize and a leap in recognition of the event.

Some highlights include:

Facebook Live of the event.

Our winner’s asset on Twitter.

Video of MistaJam talking through the judging process.


SQ Loyle CarnerKate Tempest PerformingIdris Elba Guest PresenterThe XX Performing