NOW commemorated the release of their 100th anthology compilation, aiming to reaffirm their position as master curators and authorities on popular music amidst the rise of streaming services while also seeking to boost physical CD sales and drive subscriptions to their NOW App through this milestone event.
Story
Borkowski created a cultural event around NOW 100, showcasing their unique role in preserving music history and staying relevant in a constantly-shifting landscape. NOW needed to emphasise their talent for curating the perfect mix of songs that contributed to their enduring success.
We strategically highlighted the story of their dedicated team that captured music history as it unfolded. We portrayed NOW as a pop cultural icon that had documented every major event in 35 years of British pop music.
We introduced the NOW Awards, adding prestige to being featured in a NOW album, emphasising their accuracy in identifying major artists and songs in British music. Involvement of spokespeople and celebrities whose careers were influenced by NOW albums, along with the "Sing It To Win It" competition on ITV Good Morning Britain, showcased NOW's cross-generational appeal and strong bond with their audience.
We secured widespread media coverage, over 1,000 media pieces, radio documentaries, and 20+ hours of broadcasts. TV coverage included a 10-part partnership with GMB and 13 major TV broadcasts on the album's release day.
NOW solidified their position as ultimate curators of UK popular music, and their nomination for Best PR Campaign at the 2019 Music Week Awards validated their industry influence. The event celebrated NOW's achievements and reinforced its iconic status, shaping British music history.