One of the most remarkable music stories to hit in 2021, legendary pop star, Rick Astley and indie-pop five-piece, Blossoms found common ground in a love of The Smiths and decided to perform their many, loved songs together – for two nights only.

Working directly with the management of both artists, the news was managed discretely and with emphasis on impact, realising the full potential of an unusual story. Working with key targets across print, online and broadcast media, notably the BBC Arts & Entertainment Unit, the news was carried internationally at the moment the artists announced, in tandem, that they would appear together in Manchester and London.

The resultant hype saw spin-off articles run in media around the world and the event trend on Twitter globally for three days straight.

Establishing and sustaining an open press office from launch to both shows, managing considerable demand for review tickets, the performances garnered positive review coverage across the national, UK music media on top of news and previews.