Channel 4 & Google Play Music Set for On-air World First

In a world broadcasting first, BRIT Award-winning singer Sam Smith’s biggest London performance to date will be streamed live on Channel 4 in an entire ad break takeover on Friday May 30th 2014.

The three and a half minute bespoke ad break originated from a collaboration between Channel 4, Google Play, MediaCom, The Outfit and Universal Music label Capitol. It will showcase the singer songwriter’s headline single Stay With Me from his hotly anticipated debut album In The Lonely Hour as he performs it to a sold-out crowd at London’s Roundhouse.

The unique break, produced by creative agency The Outfit, will air at approximately 10.45pm in Alan Carr: Chatty Man – tapping into the chat show’s consistently high share of Channel 4’s core 16-34 year old viewers.

Google Play branding will be visible on screen throughout the ad making viewers aware the gig will be available to download via the Google Play Store – where the entire performance will be streamed live. The gig will also be live streamed on Google’s Lightbox ads.

In the build up to the takeover, a series of teaser ads will be visible across E4’s schedule from Monday 26th May.

This ground-breaking idea was conceived in response to a brief from Capitol to TED@Mediacom, MediaCom’s specialist entertainment division, to find a unique and engaging way to connect with Smith’s core audience in order to promote his new album.

Sam Smith said: “It’s incredible to be part of a world first. Stay With Me being broadcast live to the nation will be a very special moment for me.”

Danny Peace, Agency Principal, Channel 4 said: “This unique partnership builds upon Channel 4 Sales’ heritage of delivering innovative ad breaks for our commercial partners that go beyond the traditional ad execution to create an exclusive must-see event that our viewers will want to make an appointment to watch.”

Nick Raphael, President of Capitol Records said: “We are proud to be part of television and marketing history with our artist Sam Smith, and are thankful to our forward thinking partners Mediacom, Google Play, The Outfit and  Channel 4 for helping our idea come to life.”

Dino Ioannou, Mediacom’s Global Head of Universal Music said: “We knew that for a mainstream artist that had earned credibility with a tastemaker crowd, we had to showcase Sam Smith as an outstanding live performer in a mass reaching channel. We are thrilled to be part of this exciting partnership that both innovates in broadcast and drives consumption through digital channels.”

Google UK’s Stephen Rosenthal said: "Through Google Play Music, we're looking to shake up the way music lovers connect with the bands and tracks they love. What better way to show our ambition than lay on this world first with Sam Smith, one of the hottest acts on the planet today.”