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AIM Independent Music Awards

In August, Creative Technology (CT) helped deliver the AIM Independent Music Awards – working closely with client, DesignScene to reimagine what we all know and love as traditional music award ceremonies. Using our purpose-built virtual event facilities, we were able to give the audience and each of the well-deserved nominated artists an opportunity to be a part of something forward-thinking and true to the times we are living in, without compromising on quality or creativity.

The high-profile event, which was streamed on 12^th August 2020, was recorded over 3 days in-house at CT in our Virtual Studio and UNITY Covid-secure performance space. With multiple performances to capture and award winners to announce, this set-up allowed for safe social distancing for everyone required on site .

The virtual studio provided the perfect space to create an interactive presentation stage from which Radio 1 / 1Xtra’s Tiffany Calver announced the nominees and winners, also bringing in artists remotely to accept their awards. The virtual space transformed performances by chart-topping artists – displaying immersive environments which really brought a new dynamic to the gig.

Multiple artists took to the UNITY stage for the AIM Independent Music Awards including, Arlo Parks, AJ Tracey , Little Simz, and the Tony Allen tribute medley, featuring Femi Koleoso of Ezra Collective. This space uses bespoke lighting, video and cameras to capture each individual artist’s essence while the raw, simple set up helps create stunning performances that feel intimate even for those watching online at home.

This was a really ambitious pivot for our awards and a hugely complex project to deliver under massive pressure and unbelievable constraints. My thanks go to Creative Technology for all their hard work, creativity and willingness to go above and beyond the call of duty to make this happen. This year’s event was especially important for our community which has been so hard hit by COVID and really needed a night of celebration and a reminder of what is good.” – Paul Pacifico, CEO of Association of Independent Music

The event was a huge success and surpassed 20,000 unique live stream viewers, with hundreds of users of the Official AIM app.

“All of us at CT were very proud to be sponsors of the Best Live Act award and look forward to a time when acts will truly be live again.” – Nick Whitehead – CT Account Manager.