Music platform Boiler Room brings youth-focused Brand Labs to life

Charlie Spargo's picture
by Charlie Spargo
Boiler Room

Boiler Room, the Cambridge Heath-based global online music platform with offices in Berlin and New York, has launched its very own in-house agency.

Brand Labs' first project will be the four-day Boiler Room Festival. It promises to be "youth-focused" and has taken on drinks brand Pernod Ricard as its first client, in association with whom they'll be producing the festival. The event takes place between October 9th and 12th in Copeland Park, Peckham.

Organisations who partner with Brand Labs will be given exclusive access to Boiler Room's network of musicians, DJs, producers, filmmakers and creatives, not to mention the extensive audience of young people who use the platform.

Brand Labs' central focus will be on custom partnerships, experiences, live broadcasts, and original content in association with brands.

It will be led from a UK base, working on an "alternative agency" model to match the efforts of LadBible and Vice, who have created their own in-house organisations - Joyride and Virtue respectively.

Boiler Room recently acquired Stephen Mai from LadBible, where he was Head of Marketing, Brand, Design and Artist Relations. Mai, now CCO and CMO at Boiler Room, has played a central role in the creation of Brand Labs.