'Music Matters' is a campaign from Selfridges that transforms the store's retail spaces in London, Manchester and Birmingham into dedicated live music venues.
Inside the department store, groups of 150 consumers are able to gather for an intimate music experience with DJs, visual artists and a range of musicians once a week. Some of the artists that will be performing as part of the Music Matters campaign include: SHURA, Mullally, Callum Pitt and others. As Linda Hewson, Selfridges’ creative director, puts it: "It’s so important that we support our cities’ independent music venues where these unique and formative experiences take place; let’s make as much noise as we can, and think about why music matters so much."
A number of other retailers are also experimenting with devoting both permanent and temporary areas to hosting in-store concerts. Another example of this is the flagship Dr. Martens store in London's Camden Market, which operates music events in collaboration with Mixcloud.
Key Themes Behind This Trend
- In-store Concerts
- Retail companies are offering in-store concerts experience to their customers, transforming their stores into music venues.
- Bringing Offline Experiences Online
- E-commerce platforms can take online experiences offline, offer their customers a physical space to experience their services and strengthen their brand.
- Branded Entertainment
- Companies are creating engaging entertainment experiences for their customers, such as in-store concerts, to promote their brand and attract more customers.
Where This Applies
- Retail
- Retailers have the opportunity to offer unique in-store experiences, like in-store concerts, that can attract more customers and increase sales.
- Music
- The music industry can benefit from partnering with retail companies to create unique experiences for their fans and create new revenue streams.
- E-commerce
- E-commerce businesses can take advantage of offline experiences to strengthen brand loyalty and drive more traffic to their online platforms.
