For the past three years, DIY have been invited to partner with Hyundai, in support of the annual Hyundai Mercury Prize.
Working with Hyundai’s agency Big Group, our partnership utilises our position as a trusted music tastemaker and offers an in-depth, authentic look at each of the albums shortlisted. As a brand, Hyundai are focused on encouraging consumers to discover some of the incredible music being showcased, making this a seamless working partnership.
While in 2018 and 2019 our involvement included on-site interviews, exclusive video content and coverage from the Prize night itself, in 2020 – due to the ongoing pandemic – we adapted our offering accordingly, shifting our content to exist in a more digital-friendly realm.
Having previously curated bespoke print formats exclusively to celebrate the Hyundai Mercury Prize – including our special edition short-form magazine In The Running, which was distributed on tables on the night itself in 2018 – our work with Big Group and Hyundai has continued to build upon the credible and authentic support they offer to music as Prize Sponsors.
Even with opportunities to create content being more restricted in 2020, our most recent partnership reached over 650,0000 people.