AG Barr's KA co-creates urban music awards with GRM Daily

Soft drinks brand KA will host the debut Rated music awards tonight (17 September), in collaboration with urban entertainment publication GRM Daily.

KA will provide a unique experience for 100 brand loyalists at the awards
KA will provide a unique experience for 100 brand loyalists at the awards

Held at a secret venue in London's Islington, the awards will celebrate the best of British urban talent, with the likes of Kano, Ghetts and Little Simz signed up to perform. They will be hosted by Capital Xtra DJ Manny Norte and Radio 1Xtra’s Amplify Dot.

AG Barr-owned KA is putting its name to the Get Rated award, the winner of which will has been voted for by a select panel. It will be presented following KA and GRM Daily’s Get Rated artist competition, which gave entrants the chance to ‘Get seen, get heard and get rated’ this year.

The drinks brand will also be offering 100 brand loyalists the chance to enjoy a ‘money-can’t-buy’ experience on the night while enjoying a KA drink.

Adrian Troy, head of marketing at AG Barr, highlighted how KA ultimately sees the awards as a brand experience, rather than a traditional sponsorship exercise.

He said: "We have really approached this whole piece in the spirit of co-creation with the experts of the urban music scene, GRM. This has enabled us to really shape the event and experience rather than sponsorship of an existing event that we just put our name to. 

"The night will really bring to life what our brand is about and affirm our positioning within the scene."

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