Vodafone goes all Spontaneous

Vodafone  is expanding its music interests, with the creation of a music property called ‘TBA’. This is a series of six ‘spontaneous’ gigs by top bands in cities around the country, starting in April, with one each month, culminating in The Vodafone Live Music Awards in October.
Channel 4 and E4 will broadcast the TBA gigs as a series of one-hour shows, including excerpts from the gig, and behind-the-scenes footage, including interviews with the band, and their preparations for the gig.
Vodafone UK's customers, who can already download over half a million songs via Vodafone live! with 3G, will be able to have the gigs streamed to their phones in the form of an edited package, featuring the highlights of each gig. There will also be a dedicated website for those not on 3G, and a syndicated radio show featuring live sets from the latest acts, as well as breakthrough performances from new artists.
The awards, to be broadcast by Channel 4, will feature a number of artists from the TBA gigs, and will include categories for ‘Best Live Act’, ‘Tour of the Year’ and ‘Best Festival Performance of the Year’. Consumers will first vote for the talent they want to see nominated. A panel of live music experts from across the industry will then select the final nominations before fans vote online or via text and MMS for the winners.
Nominations will be announced on 31st August, after the Leeds and Reading Festivals, with the winners revealed at the Vodafone Live Music Awards in October.
"We are incredibly excited about this initiative and have committed ourselves to at least three years of support” says Vodafone UK Chief Marketing Officer, Tim Yates. "Our customers love music. The Vodafone Live Music Awards and the ‘TBA’ gigs will show how committed we are to them and it."