For the very first time, The North Face brought their iconic Climb Festival to London. The two day event was a celebration of climbing culture, community, and adventure.
The Brief
This Here was briefed to curate and recruit talent to perform at the two day event. The artist line-up needed to drive ticket sales, keep the energy high day and night, and set the perfect tone during the climbing events.
Alongside ensuring a lively environment, the artists' role also extended to amplifying the reach of the event through social posts of themselves carefully styled in The North Face.
A notable headline act was needed to close off the event, to ensure all the attendees enjoyed music that reflected the adventurous spirit of the brand.
The Project
The chosen talents were JJESS, Anu, Laurence Guy, Nine8 Collective, and Ross From Friends.
This Here managed the artists' participation throughout the event, overseeing performance schedules, green rooms, and ensuring a seamless overall experience.
In the lead up to the event, the musical line-up was featured in OOH across the UK as well as on key talent and brand social channels to bring together the talent audiences with existing The North Face fans, attracting a bigger crowd.
This Here was also involved organising an exclusive The Face interview piece with JJESS.
The Impact
The artist line-up defined by This Here created a very successful backdrop for the climbing events, ensuring a memorable experience both day and night. These performances were key to the festival's overall success.
As a result The North Face Climb Festival was one of the most talked about events in London in the summer of 2024.
By the afternoon, the bank was heaving and competitors were moving faster. To up the ante, there were sets from JJess, who kept the crowd two stepping to her RnB edits, and Laurence Guy, who soundtracked the pulse-raising finals. After Nathaniel Coleman and Julija Kruder were announced as the winners, Ross From Friends took to the stage to close the night with a peak-time set of thumping house and electro.
-The Face
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