The agency has been brought in to raise the profile of the Roundhouse’s work with 11- to 25-year-olds, and show that it is not just a rock ’n’ roll’ venue.
Charged with encouraging journalists to start thinking of the Roundhouse as an authority on issues relating to young people, Livity will provide an ongoing press office.
It will also work with the Roundhouse team on campaigns to promote key moments in the 11-25s programme through media coverage.
The first brief is around the recently launched new London 2012 Roundhouse Radio show, Round 1, a 30-minute radio show providing a youthful perspective on the Olympic and Paralympic Games.
Rachel Stroud, marketing manager at the Roundhouse, commented: ‘Young people are at the heart of everything we do. They are on our board and help plan and perform at our events. We offer a year-round schedule of creative projects for 11– to 25-year-olds in 24 state-of-the-art studios, where facilities include TV, radio and music production, media suites and rehearsal rooms for music and performance.'
Almon Caspersz, PR director at Livity, said: ‘Roundhouse has been a friend of Livity’s for years and now we’re so excited to be working so closely with them to promote the great work they do with young people.’
Produced entirely by a team of 16-25s, Round 1 will be aired every Monday, Wednesday and Friday during the Paralympics, and made available as a podcast and on-demand following each broadcast.