YAMAHA CELEBRATES ♯TESTDRIVEREVSTAR SUCCESS WITH LIVE FINALE AT ROUGH TRADE
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Yamaha’s trailblazing ♯TestDriveRevstar campaign has concluded with a spectacular live gig at Rough Trade East, London, the first gig of a unique partnership between Yamaha and indie music giant Rough Trade.
A capacity audience of musical tastemakers and influencers, comprising music fans, industry and media, were treated to five outstanding live performances by current and emerging artists The Navettes, Belle Roscoe, Tenth Electric, Ellie Rose and The Mantells, who each performed an inspiring and highly entertaining 20 minute live set to rapturous applause.
Devised to help influence and supercharge the electric guitar market, these artists, together with BBC 6 Music favourites ‘Dutch Uncles’ had spearheaded #TestDriveRevstar, a six-month social media campaign that began back in May with the opportunity for guitarists to choose their ‘other half’ from Yamaha’s new line-up of dazzling Japanese café racer inspired electric guitars – REVSTAR. Over 30 musicians, along with their artist managers and label representatives attended an intensive day of filming, interviews and live performances at Yamaha’s UK Headquarters in Milton Keynes, and met with Yamaha product managers and the creative team involved, including documentary film, music photography and TV production specialists.
The next six months was spent capturing every aspect of the artists and guitarists’ lives with their new ‘other half’ on film and across social media, generating around 250 posts and over 35,000 views highlighting their experiences with their Revstar while writing, rehearsing, recording, touring and playing summer festivals including Glastonbury.
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