Mabel has performed what is billed as the world’s first ‘vertical gig’ – a show configured for smartphone footage to be shared via Snap and Instagram.
It was staged at Samsung KX in London by creative innovation network Iris and Samsung Electronics. The partnership with Mabel was secured through the brand partnerships division at Globe.
The set featured a stacked three-story stage over nine metres high. The Polydor artist performed with her band, DJ and dancers across multiple levels.
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 and culture to the capital and first-of-its-kind experiences like the vertical gig are just the beginning.
Henry Scotland, creative director at Iris, said: “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 said: “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.”
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