Spanish beer brand Estrella Galicia is confirmed as the official headline sponsor for the first three gigs in the series, which will be free to attend and kicked off last Friday.
Romano Sidoli, managing director, NME says: “NME is building out its events calendar and key to this is introducing new events to grow the brand footprint and to create more opportunities for partners to reach our core audience of 18-34 year olds. NME is famed for championing grass roots talent and for being a source of discovery for those looking to find the best new music. This partnership with Estrella Galicia is borne out of NME’s authority and position at the forefront of the music scene.”
Bang Bang Romeo and Pretty Vicious launched the series on Friday with an intimate set, with the performance streamed via Facebook Live. The next two dates will be released soon with the line-up to be announced, say the publishers.
Lindsay Castling, UK brand manager of Estrella Galicia, adds: "We are thrilled to be working with such an established and credible music partner. NME is a perfect fit for Estrella Galicia to partner with as we grow in the UK market and we are excited to work with them to bring the fans something really special whilst they enjoy a chilled Estrella Galicia!"
As part of the partnership, the venue also featured a bespoke mural created by contemporary graffiti artist Ben Allen. Allen is known for his distinctive Pop paintings, using complex collage techniques, creating dynamic mash-up of popular culture. Allen has created a number of wall installations for Estrella Galicia in restaurants across the UK.
This launch is hot on the heels of the recent news that NME will be introducing an outdoor film festival this summer called CineJam, which will see music and film collide in a 10-night stint on the roof of the Bussey Building in Peckham.
