Event TV: Bulmers reveals the idea behind its #LiveColourful Live gig

Prior to Bulmers' #LiveColourful Live event kicking off in London on Tuesday (13 October), Event spoke to Emma Sherwood-Smith, director of cider at Heineken about the inspiration behind the event.

She noted the event, held at One Mayfair in collaboration with Universal Music, was designed to bring the Bulmers cider brand to the fore.

"This is an idea we came up with to bring to life our brand philosophy, which is live colourful, and live colourful is all about encouraging our audience -our drinkers - to try things that they might not necessarily have tried before.

"It is a series of projects that we are going to be running, and this very first one that we are doing is about encouraging people to try the music genre of grime for the first time," she explained. 

On choosing the One Mayfair venue, Sherwood-Smith explained it was in fact recommended by grime artist Lethal Bizzle, who performed on the night. 

"He loves it here, and if you look around you can see actually it’s such a classic building, which when you bring that together with the kind of contemporary sounds that we’re doing tonight, it's that juxtaposition again of bringing different things together to create something new.

"It gives us an amazing canvas to bring to life the metaphor for Bulmers, which is colour," she added. 

The event saw performances from three artists - soul singer-songwriter Sinead Harnett, Hollywood composer David Arnold, and the aforementioned Lethal Bizzle. They came together nearer the end of the event to perform a collaboration for the crowd, which combined grime, soulful pop and orchestral sounds.

Bulmers opened a bar that was devoid of all colour apart from its beverages in July, as part of its #LiveColourful campaign, and it seems the cider brand has additional activity planned as part of the campaign over the coming months. 

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