# Exclusive Concert Events Gorillaz and T-Mobile Launched a Secret Gig for Fans By Laura McQuarrie | Published 2017-03-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/secret-gig References: [eventmagazine](http://www.eventmagazine.co.uk/t-mobiles-electronic-beats-teams-gorillaz-ar-experiences/brands/article/1428870) To announce a new partnership with [T-Mobile's](https://www.trendhunter.com/trends/baby-three-x-tmobile) Electronic Beats, Gorillas launched an ultra-secret gig for fans. In about a month, [Gorillaz](https://www.trendhunter.com/trends/true-originals) will be launching its newest album, 'Humanz.' Only fans who applied to attend the concert at the Printworks in London received directions to the [exclusive event](https://www.trendhunter.com/trends/ritz-salty-club-giveaway) on the day of the event and heard the upcoming album in full. This VIP experience offered a share-worthy reward to fans who are constantly keeping up with the music group's latest news. As part of the partnership with T-Mobile's Electronic Beats, Gorillaz is releasing an augmented reality app that works with a 4G network to provide even more exclusive content and a new way to interact with and experience the band's music. This collaboration will also result in a live concert tour from Gorillaz. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 20% | Activity: 30% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Key Themes Behind This Trend - **Exclusive Concert Experiences:** The trend of creating ultra-secret and exclusive concert events for fans, like Gorillaz's recent gig in London, offers an exciting opportunity for businesses to build buzz and reward loyal customers. - **Augmented Reality Music:** The integration of augmented reality technology into the music industry, as seen with Gorillaz's partnership with T-Mobile, presents disruptive innovation opportunities for businesses to create immersive and interactive music experiences. - **Partnerships in Music Marketing:** The trend of music artists partnering with brands, such as Gorillaz teaming up with T-Mobile's Electronic Beats, highlights the potential for businesses to collaborate with musicians to reach new audiences and enhance brand engagement. ### Where This Applies - **Music:** The music industry can capitalize on the trend of exclusive concert events and augmented reality music experiences to attract more fans, create unique live experiences, and differentiate from competitors. - **Telecommunications:** Telecommunication companies, like T-Mobile, can explore partnerships with music artists and leverage augmented reality technology to enhance customer experiences and drive brand loyalty. - **Marketing:** The marketing industry can leverage the trend of music partnerships and exclusive concert events to create innovative brand experiences, engage target audiences, and generate buzz for clients. ## Related on Trend Hunter - [AR Music Concerts](https://www.trendhunter.com/trends/rolling-stones-bitmoji-show-lens.md) - [Album-Centric Pop-Ups](https://www.trendhunter.com/trends/bandlab-x-d4vd.md) - [Concert Ticket Scavenger Hunts](https://www.trendhunter.com/trends/hot-seats.md) - [Exclusive Pop-Up Events](https://www.trendhunter.com/trends/mans-best-friend-popup.md) - [Music Producer Gum Campaigns](https://www.trendhunter.com/trends/5-gum-and-zedd.md) - [Members-Only Plush Collectibles](https://www.trendhunter.com/trends/baby-three-x-tmobile.md) - [Popstar VIP Fan Experiences](https://www.trendhunter.com/trends/jonas-brothers-join-turo.md) - [Global Product Launch Events](https://www.trendhunter.com/trends/go-get.md) - [Surprise Concert Tickets](https://www.trendhunter.com/trends/live-nation-shuffle-tickets.md)