Thelondonpaper launches music event

News Internationals free newspaper thelondonpaper has launched its first large-scale event, HEADLINERS, in partnership with Mean Fiddler. The two-night mini music showcase will involve more than 50 acts in a variety of venues around London.

News International’s free newspaper thelondonpaper has launched its first large-scale event, HEADLINERS, in partnership with Mean Fiddler. The two-night mini music showcase will involve more than 50 acts in a variety of venues around London.

HEADLINERS is set to take place midweek on September 16 and 17 this year and attendees will be able to move around venues by wearing a single wristband. The first acts will be announced in May when the tickets go on sale.

Nicole Refson, marketing director for thelondonpaper, said: “Thelondonpaper is a weekday, evening product so we wanted to do something after work and midweek. People will experience the events at the same time as they would come across the paper.”

Developed by M&C Saatchi Sport & Entertainment for News International, HEADLINERS will continue after the September event in the form of a monthly gig hosted by thelondonpaper. The newspaper is also branching out its relationship with London’s Soho Theatre into outdoor comedy events.

Refson denied that the aim of the paid-for HEADLINERS event is to add more revenue streams to the business model for the free publication. She says this is not the main objective for News International. “It is very much about brand extension and to show our development. We wanted to do something to offer extra value to our readers.”

Associated Newspapers’ morning free publication Metro used to sponsor an annual music festival called the Metro Weekender.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here