NME will run the NME Radio presents the Adidas House Party campaign for five weeks during April and May. The campaign, which will run in the NME magazine, online and on NME Radio, is based on three live gigs for emerging artists held in JD stores and London's 229 venue featuring emerging artists, including The Rifles, The Rakes and Young Fathers.
NME Radio will run on-air support for the gigs with promotion trails and giveaways for listeners, which include tickets to the live events and Adidas Originals merchandise. It will also air a review show with content from the gigs.
The weekly magazine will run four weeks of advertorials with display pages featuring the clothing range.
Meanwhile, NME.com will promote the House Party events and details of the artists.
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