Burberry has just hosted a live gig with British band White Lies. Held in Shoreditch, London, the event kicked off a series of three live music events occurring in London on 16 October, in New York (17 October) and Singapore (18 October). The events are the physical culmination of a digitally led global campaign for Burberry’s new men’s fragrance Brit Rhythm, launched in September.

The event in London was attended by over 600 guests including George Barnett, British musician and face of Brit Rhythm; Suki Waterhouse, British actress, model and face of Brit Rhythm; British musicians Rory Cottam, Gwilym Gold, and Broken Hands; Italian musician Alex Uhlmann; and British models Pixie Geldof, Charlotte Wiggins, Sam Rollinson and Mathilda Lowther.

The Brit Rhythm campaign is digitally driven, taking the energy of live music to audiences globally, and inspiring consumers globally to share content from their own live music experiences. Leading Instagram photographers selected by CCO, Christopher Bailey collaborated with Burberry to capture #ThisisBrit imagery from live gigs around the world, including last nights Brit Rhythm event and the subsequent gigs in New York and Singapore.

Continuing Burberry's experimentation in the digital space, photos taken at the gigs will be fed onto over 300 digital out-of-home sites, bringing the adrenaline of live music to consumers around London, New York and Singapore, within hours of the gigs starting. The screens will continue to display new imagery, taken by the selected Instagram photographers, from gigs around the world, daily until the end of October.

This evolves Burberry's vision of bringing emotion and excitement to technology, encouraging consumers worldwide to share their own live music experiences under #ThisIsBrit. The activity follows previous innovative out-of-home communication, including a digital takeover, whereby imagery from the Burberry Prorsum womenswear Spring/Summer 2014 show was fed onto screens along London’s Cromwell Road, New York’s Times Square and Hong Kong’s Worldwide House.

Burberry launched its new fragrance for men, Brit Rhythm, in September this year. Inspired by music and the electric energy of crowds, Brit Rhythm continues to blur the brand’s physical and digital worlds. Music is at the heart of Burberry activity globally, from shows, events, and soundtracks, to the brand’s own music platform devoted to emerging talent, Burberry Acoustic. Brit Rhythm brings to life this passion for music through celebratory events held in three cities over three nights this month.