The Hyundai Mercury Prize recognises the best new UK and Irish music and the artists who produce it. This is done primarily through the celebration of the 12 ‘Albums of the Year’. The overall Hyundai Mercury Prize for Album of the Year is the music equivalent to the Booker Prize for literature and the Turner Prize for art.
To coincide with the announcement of the ‘Albums of the Year’ shortlist, Hyundai kicked off its ‘Find your Rhythm’ campaign with a competition to win the UK’s first All-New KONA. Hyundai’s campaign will focus on the creative physical and mental spaces where innovation happens – in this case, the relaxing interior of your very own Hyundai KONA.
Hosted on Hyundai UK’s social media channels, including @Hyundai_UK on Twitter, as well as Hyundai UK on Facebook and @HyundaiUK on Instagram, entrants will need to either tweet #HyundaiMercuryPrize or comment on any post relating to #HyundaiMercuryPrize that is posted to Hyundai UK’s Facebook or Instagram feeds.
Hyundai’s ‘Find your Rhythm’ campaign also includes a tie-up with Boiler Room, the home of underground and new music, to produce exclusive performance films and social content with Hyundai Mercury Prize-shortlisted artists. Entries for the KONA competition will also be taken through the Boiler Room social channels using the same #HyundaiMercuryPrize hashtag.
A range of Hyundai vehicles will be provided to artists travelling to and from the awards show at the Eventim Hammersmith Apollo on 14 September in special Hyundai Mercury Prize livery, featuring a Shazam code. Once scanned with a phone or smart device, the code unlocks a special augmented reality experience featuring a specific Hyundai Mercury Prize artist and a link to their shortlisted album.
Throughout the Hyundai Mercury Prize ‘Find your Rhythm’ campaign, Absolute Radio’s new music expert, Danielle Perry will be along for the journey. On Danielle’s Sunday Night Music Club show, each of the Hyundai Mercury Prize artists will be showcased in a weekly ‘The Road to the Hyundai Mercury Prize’ feature. Danielle will also be giving away tickets to the Awards Show during her Thursday evening radio show.
David Pugh, Marketing Director, Hyundai Motor UK said: “Our Hyundai Mercury Prize partnership exists because we genuinely feel that the Prize’s values, in celebrating and promoting innovation and excellence in music, reflect those of our own brand. We don’t just want our name associated with the Prize, though: it’s important that we add something for music fans. With Boiler Room and Shazam, we’re really shining a light on some of the incredible artists in the shortlist this year, celebrating talent of which everyone in the UK should be rightly proud.”