The Mercury Prize, which is now sponsored by Hyundai and in its 25th year, is getting spruced up in an attempt to widen its appeal. As part of this strategy, the famed and sometimes controversial music prize is setting out to make far more of the possibilities presented by social media during the lead up to the 2016 Hyundai Mercury Prize awards show in September. Content agency Something’ Else has been given the task of exploiting these possibilities.

Somethin’ Else is kicking off by creating an “always on campaign across numerous social media platforms that will focus on leading the conversation around the new look awards and its rich history,” explains the company. Following this, as it escalates to the awards night on 15 September, there will be a live newsroom that will produce, share and syndicate content to “drive engagement across all major platforms.”

The BPI ran a pitching process to choose its social media content agency, with Somethin’ Else winning out. The company already works with the BPI to create the strategy and online content for the BRIT Awards, which last year was the most tweeted about non-sport event in UK TV. It’s the first time an outside agency has been appointed to work on social media content for the Mercury Prize. Somethin’ Else’s executive producer Tom Young will lead the team alongside managing partner, Ian Sharpe.

“We really want to grow the social presence and reach of the Hyundai Mercury Prize, ensuring music fans can connect with the prize across multiple platforms. Somethin’ Else have a huge amount of experience in creating content and building audiences and I’m delighted we’ve been able to secure their services for this year’s event,” says Giuseppe De Cristafano, Head of Digital for the BPI.

Jake Bickerton

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