Heavy Music Awards
Project Overview*
*Whilst I have worked on 7 campaigns for the Heavy Music Awards from 2017-2024, this will focus on the 2023 campaign.
The Challenge
The Heavy Music Awards is an independent music awards for the heavy and alternative music scene. Each year, I am asked to provide support to the HMAs - from designing digital and print assets throughout each of the campaigns, to managing and growing the social media channels, communicating with guests and vendors, as well as running the event. For 2023, the awards levelled up to OVO Arena Wembley, making it the largest rock awards to ever exist. The greatest challenge is that we are a 3 person team who need to create all of the designed assets for the campaign and awards ceremony whilst also managing the logistics of an event for 5,000 attendees within a limited timeframe.
The Outcome
Having started in 2017 at the House of Vans with an 850 capacity to reaching OVO Arena Wembley in 2023 and welcoming 5,000 attendees - it is clear to see the rising impact of the Heavy Music Awards. For 2023, we created a campaign that refreshed and elevated the image of the HMAs as it levelled up to an arena. With new branding, influencer collaborations, curated one-off performances from artists, and updated social media strategies we saw the unequivocal growth of the awards. By the end of the campaign, we saw an increase of 40,000 followers across the platforms and 4.5million views on the event hashtag. For 2024, we were able to draw bigger names to the event, from performers to attendees.
Building the campaign
Since 2017 I have been involved with the designing, filming, marketing and management for seven of the Heavy Music Awards, with the 2023 event levelling-up to Wembley Arena. The branding of the HMAs changes yearly to keep the campaigns fresh; so whilst there is a lot of freedom when making these assets, it is important to keep them all consistent with the guidelines of each year.
For the 2023 campaign, a large part of my focus was on creating and distributing assets to be used on our own social media channels, plus the channels owned by the sponsors, finalists and winners. This content has been shared by artists such as Metallica, Architects, Bad Omens, Bring Me The Horizon, Enter Shikari and While She Sleeps, as well as brands such as Allianz, Nuclear Blast Records, Disturbia and Ticketmaster.
During the 2023 campaign, Instagram saw a growth of over 10,000 followers and over 30,000 followers on the newly established TikTok account. The #heavymusicawards on TikTok reached 4.5million views. I also coordinated a partnership deal with TikTok which saw them promote our channel, hashtags and feature us in the launch of their own #rock campaign. Alongside this, I also arranged collaborations with alt influencers and a TikTok takeover on the night to capture content engaging with fans and exclusive behind the scenes footage.
Creating the awards
The physical awards for the HMAs are designed by us and produced by Gaudio Awards. Since 2017, the designs have remained consistent with slight developments made to the layout and colours. We work closely every year with the production company to maintain quality control and ensure the smooth delivery of the awards.
The awards are hugely recognisable in the scene despite the simplicity of the shape and the minimalist design. A huge standout feature for us with these awards is that they are in fact heavy, weighing in at 3.9kg per award.
Alongside the awards, we also design and create the winner announcements that are read on stage by the presenters. These have taken various forms over the years but we have now settled to the red envelope and branded card with the category and winner listed.
Designing the event
Over the years, the events have been attended by artists such as Slipknot, Good Charlotte, Spiritbox, While She Sleeps, Architects, Sleep Token, Electric Callboy, Beartooth and Enter Shikari.
During the lead up to the event night, I am responsible for tasks including design, video editing, social media management and communications with vendors, sponsors, guests and artist teams. All of this works towards elevating the night. From boosting public engagement through voting participation, attendance and general awareness; to industry and artist attendance and contribution. We also have to curate all of the designed elements of the night; including the event programmes, posters, stage visuals, step and repeats, sponsor-branded features and table arrangements.
On the event night, I am responsible for running the red carpet, the presenters and winners set to appear on stage, and managing the support staff team. It is my role to coordinate the artist teams, the talent, photographers and interviewers on the red carpet. During the awards presentation, I will brief each presenter and winner as to what will happen on stage and what they need to do and will work with the support staff to make sure they are escorted to the side of stage correctly and on time. As I am normally the only HMA team member not backstage during the night, I am often the person to deal with any emergencies that happen with guests or venue security - ranging from admittance to seating issues.
