DIY travels North with LNER to the 2025 Mercury Prize Newcastle to deliver a multi content and channel music brand partnership.
Ahead of the big day later this week – which took place on Thursday 16th October at Newcastle’s Utilita Arena – DIY joined forces with LNER to accompany you on the journey there, with this special edition of DIY which gives you the lowdown on all 12 shortlisted albums.
To mark the occasion, DIY and London North Eastern Railway – the Official Travel Partner of the 2025 Mercury Prize Limited Newcastle – are celebrating the power of journeys, both musical and literal.
This year’s Prize headed to Newcastle for the very first time, with a week-long fringe festival (courtesy of Generator) shining a spotlight on Northern talent and local creativity along the way. All supported by Newcastle City Council, and The North East Combined Authority.
This special print edition of DIY was all about connecting you to the stories and artists behind the twelve shortlisted albums, the places they come from, and the journeys that inspire them. In it, we chat to some of the shortlisted artists to dig deeper into their work, and elsewhere, Team DIY give their verdict on why the other shortlisted LPs are game-changing, award-worthy records.
Congratulations to the partnerships team Olivia Jeffery, Bethan Johnson, Simon Neal and Ruth Bujack for helping pull it all together and allowing us to be part of their exciting campaign. Enjoy the read https://bit.ly/3WCCRWZ
Every album tells a story. So does every journey.
DIY captured a magical trip aboard the London North Eastern Railway Mercury Prize Express, as it carries the judges north to the 2025 Mercury Prize Limited Limited Newcastle.
Join us for an exclusive behind-the-scenes film capturing the journey – the conversations, the laughter, and those moments of calm before the chaos. You cannot help but be moved by the Generator inspired reception at the station, catch glimpses of shortlisted artists, and step behind the scenes as the red carpet comes to life.
There may only be one artist who takes home the Mercury Prize – and it was richly deserved – but everyone agreed the real winner was… NEWCASTLE.
Check out our DIY Bringing music alive introductory deck for the full range of brand partnership services we offer.
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