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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.

28 Nov 2025 | Press release

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28 Nov 2025 | Press release

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28 Nov 2025 | Press release

MMF reveals first cohort of certified music managers

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28 Nov 2025 | Press release

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28 Nov 2025 | Press release

New Leger Survey Shows Quebecers Value Choice and Affordability Over New Streaming Rules

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28 Nov 2025 | Press release

Impala revamps Outstanding Contribution award, honours women who have accelerated Impala's work on EDI and sustainability

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27 Nov 2025 | Press release

Atlantic Screen Group Names Rupert Hollier as COO, Elevates Rosie Hill to President of Nightjar, it’s creative services and frontline publishing division

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27 Nov 2025 | Press release

Notting Hill Music Signs Scottish Songwriter Declan Welsh

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27 Nov 2025 | Press release

Universal Music Group UK launches art and video studio ‘Pause’

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27 Nov 2025 | Press release

2025 Budget statement from AIF CEO John Rostron

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27 Nov 2025 | Press release

Autumn Budget: Comment from Association of Independent Music

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27 Nov 2025 | Press release

Budget Hammerblow: Chancellor Dismisses Night-Time Economy Asks Says NTIA

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27 Nov 2025 | Press release

Oasis Live ‘25 end of tour stores to open in London & Dublin

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27 Nov 2025 | Press release

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27 Nov 2025 | Press release

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27 Nov 2025 | Press release

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27 Nov 2025 | Press release

Impala launches new storytelling campaign, Faces of the Independent Sector, to celebrate its 25th anniversary

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27 Nov 2025 | Press release

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26 Nov 2025 | Press release

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26 Nov 2025 | Press release

Alex Black named Vice President, A&R, Peermusic

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26 Nov 2025 | Press release

PPL appoints Anne-Marie Pearce as Chief Financial Officer

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26 Nov 2025 | Press release

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26 Nov 2025 | Press release

Help Musicians Partner with Tiffany Calver to Launch UK Rap Award Career Accelerator

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26 Nov 2025 | Press release

Warner Music Group and Suno forge groundbreaking partnership

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26 Nov 2025 | Press release

UK’s leading Choir for Refugees and Allies releases debut album Echo of Your Voice

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25 Nov 2025 | Press release

The Snuts launch new label Happy Artist Records for the band's next record and partner with Virgin Music Group for global distribution

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25 Nov 2025 | Press release

Impala welcomes the EC’s findings so far that UMG’s proposed acquisition of Downtown has risks for Europe’s digital market – issues reminder that concerns go beyond data

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25 Nov 2025 | Press release

European Commission sends Statement of Objections over proposed acquisition of Downtown by UMG

The European Commission has informed Universal Music Group ('UMG') of its preliminary view that its proposed acquisition of Downtown may restrict competition in the market for the wholesale distribution of recorded music. UMG  is globally active in music recording, music publishing, merchandising, and audiovisual content.  Downtown  is a...more

25 Nov 2025 | Press release

Propaganda Independent Venues Acquires TEG's UK Venue Estate

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25 Nov 2025 | Press release

Warner Music India Inks Exclusive Global Distribution Deal with Ultra Music India

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28 Nov 2025

  • Australian report also highlights how other non-US English-speaking countries are hit by algorithms (see Reports)

27 Nov 2025

  • AI slop: Spotify, Tunecore, and credibility (see Comment)

26 Nov 2025

  • Warner Music signs deal with Suno, settles lawsuit (see News)

25 Nov 2025

  • EC sends UMG its statement of objections to Downtown acquisition (see News)

24 Nov 2025

  • 20 years of Spotify — who’s winning, losing and making money? (see Features)

21 Nov 2025

  • The future of labels: Shifting sands (see Comment)

20 Nov 2025

  • Robert Kyncl on Udio deal: Growing the value of music for artists and songwriters (see News)

  • Ticket touts’ worst nightmare has finally come true (see Comment)

19 Nov 2025

  • Universal's bid for Downtown is set to be hit by a formal warning from European Union watchdogs (see Business)

18 Nov 2025

  • Reselling tickets for profit to be outlawed in UK government crackdown (see News)

  • Some answers to Haven's 'I Run' chart-excluded track (see News)

17 Nov 2025

  • "Without competition, the free market becomes a monopoly" (see Opinion)