Country for PR: United Kingdom
Contributor: PR Newswire Europe
Saturday, November 28 2020 - 03:09
Vuse announces global partnership with award-winning band Rudimental
LONDON, Nov. 28, 2020 /PRNewswire-AsiaNet / --

Vuse has partnered with award-winning band Rudimental on a series of 
initiatives that promise to electrify creativity and inspire audiences 
worldwide. The collaboration will feature a variety of activities which include 
exclusive competitions, performances and an exciting content series. 
The first Rudimental activation sees the band go on the hunt for inspiration 
with McLaren Racing, of which Vuse is a global partner. Bringing together two 
inspirational collaborators from the worlds of music and motorsport, Vuse wants 
to connect and inspire others through celebrating its brand passions. The 
Rudimental x McLaren Racing activation will be brought to life via a four-part 
content series which will see Rudimental visit the home of McLaren in the UK 
and meet key team members to discover inspiration for an exclusive performance 
to mark the end of this year's Formula 1 season.

The Rudimental x McLaren Racing series takes us on a journey of teamwork and 
collaboration. In Episode one Rudimental meet McLaren's Technical Director, 
James Key focusing on the beating heart of the team; the car and its 
performance. Episode two looks at the power of team spirit with McLaren CEO Zak 
Brown and Executive Director of People and Culture, Daniel Gallo with Episode 
three featuring Production Director, Piers Thynne, who believes that the right 
environment plays a huge part when it comes to creativity and inspiration. And 
finally, the series ends with an exclusive 45-minute DJ performance by 
Rudimental that will be livestreamed over the 2020 Formula 1 season finale 
weekend on December 11th on the brand's YouTube channel. Rudimental will take 
the inspiration from their immersive McLaren experience in delivering an 
electrifying performance. 

Locksmith from Rudimental says, "We're all about inspiring and bringing people 
together from all walks of life through the music we create. We had a lot of 
fun and learnt a lot at McLaren and it's crazy to think how much synergy there 
is with the world of music and sport when it comes to inspiration!"

The exclusive content is part of Vuse's 'Routes of Inspiration', a virtual 
series that explores how inspiration comes to professionals within the creative 
world. Following the cancellation of live entertainment events around the 
world, the series has been created to give artists and fans a new way to 
connect. In 2021, Vuse's partnership with Rudimental will continue to develop 
through activations and performances that drive further inspiration and global 
brand awareness. 

"This special activation with Rudimental and McLaren is a big move for Vuse as 
we look to Charge Beyond and connect with our adult consumers on a wider scale, 
bringing together our partnerships across music and sport. With lockdowns still 
happening across the world, and the creative sector struggling because of it, 
we're glad that we can provide fans with a creative outlet where they can find 
inspiration at home, along with enjoying an exclusive performance by 
Rudimental!" says Elly Criticou, Vapour Category Director, BAT.

Mark Waller, Managing Director of Sales and Marketing, McLaren Racing said "It 
was a pleasure to collaborate with Rudimental as part of Vuse's Routes of 
Inspiration campaign. A top racing team needs speed, passion and innovation, 
qualities that also create a successful global band. This campaign and our 
partnership with Vuse continue to help fuel our commitment to innovation, 
design and advanced technology; all of which together can bring electrifying 
moments of inspiration."

Rudimental are a multi-award-winning British band, formed in 2010. The band 
consists of members Piers Aggett, Amir Amor, Kesi Dryden and Locksmith. Over 
the last 10 years, Rudimental have collaborated with the likes of Rita Ora, Ed 
Sheeran and Anne-Marie and their single, 'Waiting All Night'ft. Ella Eyre, won 
the band a BRIT Award for Best British Single in 2014. Their UK #1 single 
'These Days' ft. Macklemore, Jess Glynne & Dan Caplen, was also the UK's 
biggest-selling song of 2018 and has now amassed over 1 billion streams 

The series will be streamed on Vype's worldwide YouTube channel from November 
27th, with the final episode featuring the live Rudimental performance going 
live on December 11th. You can view it here: Vype YouTube  

The Vuse brand, also known as Vype in some countries, is a leading vaping 
device and is part of a portfolio of new category products, combining next 
generation expertise with innovative technology to provide adult nicotine 
consumers with alternatives to traditional tobacco products. 


Vype YouTube 

About Vuse: The Vuse brand is a leading vaping device, combining next 
generation expertise with innovative technology to provide adult nicotine 
consumers with alternatives to traditional tobacco products. Vuse is dedicated 
to bringing electrifying moments of inspiration to its consumers through its 
brand activations and partnerships.

About BAT: BAT is a leading, multi-category consumer goods business with a 
purpose to build A Better Tomorrow by reducing the health impact of its 
business through offering a greater choice of enjoyable and less risky products 
for consumers. BAT encourages those who otherwise continue to smoke to switch 
completely to scientifically-substantiated, reduced-risk alternatives. BAT's 
ambition is to have 50 million consumers of its non-combustible products by 
2030. BAT employs over 53,000 people and operates in over 180 countries, with 
factories in 43. 

About McLaren Racing: McLaren Racing was founded by New Zealand racing driver 
Bruce McLaren in 1963. The team entered its first Formula 1 race in 1966, since 
when McLaren has won 20 Formula 1 world championships, more than 180 Formula 1 
Grand prix, the Le Mans 24 Hours at its first attempt and the Indianapolis 500 
three times. McLaren Racing competes in the 2020 FIA Formula 1 World 
Championship with Lando Norris and Carlos Sainz, and the IndyCar Series in the 
US with Oliver Askew and Pato O'Ward.