Mabel performs world’s first vertical gig to celebrate the launch of Samsung KX

04 September 2019 - Press release

Creative innovation network, Iris, and Samsung Electronics Co. Ltd have made history with the world’s first vertical gig performed by Mabel at Samsung KX – London’s new destination to experience the latest in culture and innovation, powered by Samsung technology.

The partnership with Mabel, secured through the brand partnerships division at Globe - Universal Music UK’s creative agency - saw this world first take place in King’s Cross on Tuesday 3rd September.

The first-of-its-kind set boasted a stacked three-story stage over 9 metres high, allowing all elements of gig to be seen and heard in a vertical symphony. Urban female artist, Mabel, who is local to King’s Cross, performed with her band, DJ and dancers across multiple levels, so the crowd could get that perfect shot.

The campaign was inspired by research showing that 94% of smartphone users are now engaging with their devices vertically, while 79% find vertical videos the most interesting. As a result, Samsung KX created the ultimate vertical performance both on and off screen, optimised for the crowd to capture and share instantly across social media.

The vertical gig took place at the iconic kissing point in Coal Drops Yard, home to the newly opened 22,000sq ft Samsung KX experience space – a place of discovery for those living in and visiting London. This is the first of many big events to be held at the space, each event tapping into community passions and Samsung’s brand ethos to ‘do what you can’t’.

Highlights of the evening included:

A world-first vertical music act: Performance from local urban artist Mabel best known for her hits ‘Don’t Call Me Up’ and ‘Mad Love’, perfect for that Instagram story shot
Vertical gig towered 9.1 metres: A unique experience located under the kissing point of Coal Drops Yard
A state-of-the-art three-story stage: A set built with LED panels for a cutting-edge gig experience
An audience of 2,000 people: Londoners gathered to enjoy the free exclusive vertical gig hosted by Samsung KX

Tanya Weller, Director of Samsung Showcase, KX said: “We are so excited to bring the world’s first vertical gig to London. This experience was designed to give guests the ultimate performance at Samsung KX – a moment that’s tailored to how they like to capture and view photos and videos on their smartphone. Samsung KX is committed to bringing innovation & culture to the capital and first-of-its-kind experiences like the vertical gig are just the beginning. We fuse cutting-edge technology and grass roots culture so that guests can learn new skills, try something different and essentially ‘do what they can’t’.”

Henry Scotland, Creative Director, Iris commented: “We wanted to launch Samsung KX with an outdoor show in-line with our commitment to innovation in culture. The 9:16 format will be a gift for a fan’s Snap and Insta stories, and should stimulate some debate around live music staging conventions for a Gen Z audience.”

Adam Bulleid, VP Business Development at Globe Creative and Commercial Partnerships, added: “Globe are proud to be partnering with Samsung, Iris and Mabel to bring the world’s first vertical gig to our new King’s Cross neighbourhood. Mabel is the perfect artist to headline the cutting-edge and innovative event, furthering her own legacy as she continues to dominate the UK charts and live music scene.”

Mabel, commented: “London will always be close to my heart as I’ve made so much music here and I’m honoured and excited to headline the world’s first vertical gig at Samsung KX. This type of forward-thinking performance paves the way for more innovation within the city’s live music scene.”

The show will convert London’s most iconic outdoor site, Piccadilly Circus, into a vertical format, on 7th September, for a limited time only.

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