Anthem worked with Universal Music’s live music arm, All The Worlds, on this sublime collaboration with Formula One – fusing the world’s most glamorous sport with the biggest music stars to create an unmissable entertainment experience.

The ambition was to create an enduring, innovative brand extension that functioned seamlessly across live events, broadcast and digital. Anthem oversaw strategic and commercial development of the platform playing a major role in the global launch phase.

The launch event featuring Beyoncé, The Black Eyed Peas, No Doubt, ZZ Top, Simple Minds and major Asian artists was hugely successful with a broadcast reach of 30 million, making it one of the year’s biggest music platforms. It generated a combined value to brand partners of over US$40 million and a PR value of US$14.5 million. There were over 1 million YouTube views.

View Beyonce at F1 Rocks Singapore


Universal Music


Global, launch in Singapore

What we did

  • We oversaw the development of the commercial brand including evolution of the brand personality
  • We developed the sales and pitch strategy and related assets for outreach to global brands, host cities and promoter partners
  • We created the commercial architecture including a tiered rights package system
  • Managed the pitch process from development of fully integrated marketing partnerships through to negotiating and closing multi million $ agreements
  • We secured major partnerships with LG, Red Bull and Singapore Tourism Board
  • Liaison point with Formula One Management