AIM debuted a new project at this year’s Great Escape, ‘AIM House’. The initiative provided a home for independent music throughout the festival, and hosted a number of industry events and activities. AIM also used the project as a platform to launch a new brand identity and logo for the first time in the organisation’s history.
‘AIM House’ is a hub and home for the independent music community based at Queen’s Hotel on Brighton seafront. For the duration of the festival, it saw AIM team up with a wide range of independent record labels, music companies and organisations to deliver a packed programme of directed interviews, panels, workshops, after-parties, networking drinks and more.
AIM House’s program of events was a resounding success, with a total of over 1,200 attendees over the course of the festival. AIM partnered with a diverse range of charities and organisations from within the AIM network, creating a platform for them to present their work within the independent community.
AIM House also connected AIM and its members to the wider independent community, including those who had not previously been aware of the independent trade body’s work, which resulted in a number of new members joining up during the event as well as the fostering of many new connections within the community.
The hub hosted activity day and night, with panels and networking events taking place throughout the day and ‘AIM Lates’ parties showcasing music from the independent community into the small hours. This took on the same model as AIM’s London Socials, with AIM members DJing head-to-head: Ninja Tune vs. Brownswood and Mute vs. Partisan.
AIM took the opportunity to unveil a complete revamp of its brand identity and previewed its new contemporary logo, representing its new direction. Brand experts Paradise London worked closely with AIM to develop a new set of brand guidelines and visual identities, the first time this has been done since the organisation’s inception in 1999.
Paul Pacifico, CEO of AIM said: “The Great Escape is one of the UK’s key industry calendar dates. It is a hive of innovation which involves many of our members and provides one of the foremost showcases of independent talent in the UK. With AIM House, we have established a central hub for the independent community at the festival, and a base which reflects the community’s shared values. The first year has proven to be a resounding success, and we are excited to see what the future holds for the project.”
Lyndsey Boggis General Manager of The Great Escape said: “Working with AIM on The Great Escape has been one of the festival’s most exciting partnerships of 2018. The interesting programme of events across the weekend and working closely with the independent music community has been a great addition to the festival. To have independent legends the likes of Matt Black and Imogen Heap sharing their expertise on the future of music was a real highlight, as was the exposure we were able to give some amazing charities to share their work. We look forward to hosting an even bigger series with the team at AIM in 2019.
Emily Moxon, Managing Director of Brownswood Recordings said: “It was so much fun to be involved in AIM House during The Great Escape. A great chance for the community to come together and share their work.
Samantha Parker, Chief Operations Officer of Music Support said: “It was incredibly humbling and moving for Music Support to be a part of the first Safe Tent at The Great Escape this year. It’s important to us that we highlight the issues around mental health and addiction and that those within the UK music industry feel that they are listened to and supported by us. We are grateful that AIM also embodies this, providing us a space at the AIM House to support anyone who needed it – another pioneering initiative led by two great forces of positive change in the music industry.”