Case Study: SMTOWN LIVE 2025 in London

Client: FrontRow Global (subcontracted via agency partner, Outside Organisation)

Objective

To drive targeted, culturally resonant media coverage for SMTOWN LIVE 2025 at The O2 — a one-night-only mega-concert celebrating SM Entertainment’s 30th anniversary, featuring 14 of the label’s biggest K-pop acts.

Challenges

• High-Stakes, High-Profile – Introducing a legacy brand with a complex multi-artist lineup to a major international market.

• Time-Sensitive Turnaround – Crafting a post-event press release for global distribution within hours of the live show.

• On-Site Media Management – Supporting red carpet and backstage media across multiple outlets, artists, and stakeholders.

Approach

• Supported editorial outreach and press logistics for key UK media and VIP guests.

• Led the writing and editorial direction of the official post-event press release, integrating live artist quotes and timely brand messaging.

• Secured features with culturally fluent angles that connected SMTOWN’s legacy to UK audiences.

• Coordinated red carpet coverage and on-site artist interviews, including BBC (aespa) and MTV UK (Hearts2Hearts).

Key Achievements

• Secured premium editorial placements including Wonderland, tmrw, KPOPWORLD, and Cosmopolitan.

• Successfully coordinated on-site interviews with aespa (BBC / Rolling Stone UK) and Hearts2Hearts (Clash / MTV UK).

• Helped position FrontRow Global’s leadership by securing thought-leadership profiles (She Said So, MYSOSEO).

• Supported ideation of branded video/activation concepts in partnership with The O2.

Client Impact

Helped elevate the cultural relevance and narrative clarity of SMTOWN’s European return. Supported a seamless press experience on show day and helped ensure that media partners — from K-pop specialists to mainstream titles — felt seen, respected, and energised by their involvement.