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.