The air was thin, sharp with pine and salt, as the sun dipped low over the Scottish Highlands when a group of 100 strangers trudged up a winding path in Glencoe, deep in the Scottish Highlands, towards an unmarked clearing. They had no seats, no glow of LED screens, and no idea of how a gig could exist in a place this remote. But they had an invitation, and the promise of something special. At the centre of this secret gathering stood the Mercury Prize-nominated rapper Kojey Radical, who turned the rugged landscape into a stage.
Presented by O2 in partnership with Sofar Sounds, a company renowned for organising secret, intimate performances in unconventional locations. The show was billed as one of the UK’s most remote gigs. By limiting physical attendance to a mere 100 people while simultaneously live-streaming the performance to music fans at the Outernet in London, the event created a new precedent, challenging conventional tour economics and marketing strategies. Supported by the likes of Hamzaa, Victor Ray and Au/Ra, the timing of the event approximately two weeks before the release of Radical’s new album, ‘Don’t Look Down’ was tailormade to generate significant pre-release momentum while serving as a brand activation event for O2, as it tries to cement its place as the ‘Best Mobile Network Operator’ in the UK.
Christian Hindennach, the Chief Commercial Officer at Virgin Media O2, said: “Music is part of O2’s DNA, so we’re always looking for new ways to offer our customers unmissable live experiences…We want to make live entertainment even more accessible and memorable for all of our customers to enjoy.”
By creating a globally newsworthy event instead of a traditional press conference or a single drop, Radical reinforced his creative, boundary-pushing persona and positioned himself as an artist at the forefront of cultural and technical innovation. The Glencoe brand activation gig reveals a contrasting juxtaposition to Radical’s public-facing tour dates later this month, which include performances at venues like Resident Music in Brighton and Rough Trade locations across London, Nottingham, and Bristol. The high-profile, sponsored event created the initial buzz, while the smaller, largely intimate record store dates provide a somewhat tangible way for fans to purchase the new album. In the words of Radical, who said: “It was really special playing a gig in such a unique, remote area, and sharing some music from my upcoming album.”
The Glencoe gig is part of a growing trend in the UK live music scene where big brands are acting as curators, staging their own high-profile events beyond the traditional live music hotspots and venues. For those who ventured into the Highlands, the show will probably be a memory to treasure. But for the industry, it’s more than just a spectacle – it’s a subtle roadmap for the future, with creativity and risk-taking still key to music’s lasting appeal. Industry insiders are already speculating that artists such as Little Simz, slowthai, and experimental producer Vegyn could be among the next wave to redefine the UK live music experience. With more musicians experimenting with immersive, unconventional locations, the boundaries of live performance are likely to be pushed even further in the coming years.
