Tinie Tempah’s #Youth – The next steps going forward for innovative music

To celebrate the release of #Youth Tinie Tempah curated a pop-up in the creative hub of Shoreditch.

With the heavy disruption in the Music industry, there is a wide scope for innovative ways to engage your audience and push your brand.

Here are a few key things that Tinie Tempah and the Disturbing Ldn team did well and what may be the next steps going forward for innovative music:


Tinie Tempah curated a way to interact with his fan base in an authentic and fluid way. Setting up spaces where communication can flow revealed an openness for fans that was no doubt appreciated and valued. Other great artists like Stormzy, Krept and Cadet were present as well as Liverpool star striker Daniel Sturridge came out to support.


London is London. Gentrification. Fried Chicken shops. The gap is wide and the juxtaposition clear. The collaboration with Morley’s was a clear nod to South London life (sends an affirmative nod to Chicken Connoisseur).


The Youth album (available for pre-order here) was made available for consumers to listen to via speakers attached to the wall. This seeds the message across to interested listeners. There was also platform for artists to showcase their talent at an open Mic station increasing the creative ambience.

All in all, this culminated into a pleasing experiential marketing project. With mounting streaming wars, restrictive ways of making money from music and saturation; artists must be daring, strategic and business orientated in their approach to their craft.

The music paradigm has shifted and long live growth.

Words by @MrPIAProgress 

PIA Practicality:

As a creative, entrepreneur or individual what is it YOU stand for? — Mr PIA


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