Case Study: SMTOWN LIVE 2025 in London

K-Pop / Event / SM Entertainment

SMTOWN LIVE 2025 at The O2 was a landmark moment — SM Entertainment's 30th anniversary, 14 artists on one stage, one night only in London. The brief wasn't a standard campaign. It was high-pressure, high-stakes, and time-compressed: coordinate media across a complex multi-artist event, manage red carpet and backstage press, and turn around an official post-event release within hours of the final song.

HBPR came in as a subcontracted partner via Outside Organisation, working with the team on UK media and editorial logistics.

In the build-up: Wonderland ran a bespoke line-up introduction featuring each act, tmrw covered the event, and KPOPWORLD commissioned a dedicated SM-themed album review series.

On the night: BBC and Rolling Stone UK covered aespa, while MTV UK and Clash covered Hearts2Hearts. The post-event press release we prepared – written and edited under deadline – went out globally hours after the event ended.

Thought-leadership profiles for FrontRow Global's leadership were also secured in She Said So and MYSOSEO, extending the campaign beyond artist coverage into industry positioning.