The Brighton agency’s exhibitions and events division will capitalise on the educational aspect of the London International Music Show, encouraging visitors to attend seminars by musicians including classical violinist David Juritz and DJ Goldie.
Midnight won the business following a two-way pitch. The agency has been briefed to target both the trade and consumer press.
Music schools Access to Music and Conservatories UK will hold workshops for both novices and experienced musicians.
The first annual event, taking place in June, will include performances by well-known artists like the Red Hot Chilli Peppers' drummer Chad Smith.