During a competitive pitch, four agencies were instructed to come up with a PR campaign that would raise funds for the venue and cement Hackney Empire’s position as one of London’s top arts venues.
Tin Man pitched the ‘Hackney Empire: One More Song’ idea, which aims to be the first music concert powered by donations.
To provide a connection to Hackney Empire, the agency is planning on booking musical talents from the east London area including Rudimental, Jess Glynne, Labrinth, Dizzee Rascal and Professor Green.
The concert is pencilled in for mid-2016. There will be a minimum donation for each concert ticket and the audience will need to donate live when acts are on stage to keep the music going.
All major aspects of the event from artist liaison, production and logistics through to media relations and promotion will be handled by Tin Man. The agency is also actively looking for sponsors who want to target the 18- to 35-year-old demographic.
Mandy Sharp, founder of Tin Man, said: "One More Song is more than just a PR campaign – the success of this event is crucial to the future of Hackney Empire staying open. We wanted to come up with an idea that would celebrate the venue’s musical heritage and pivotal role within the local community but at the same time it needed fundraising at its core."