Bring and KFC launch new live music series

English band Rudimental surprised 250 fans with an intimate concert inside the Icebergs pool at Bondi Beach, Sydney.

This activation, which took place on August 30, was part of the launch of “Bucket. Why Not?”, a live music series presented by Universal Music’s Bring in partnership with KFC.

The activation started early in the morning with a call-out from Rudimental on its Facebook page. Fans were guided to KFC in Bondi Junction unaware of the gig venue until the private transport dropped them off at Bondi Beach. The gig erupted when band member Mark Crown led fans down into the pool with a trumpet chorus.

The gig was broadcast live on Facebook too.

Bring creative director James Griffiths said: “With no credentials in music here in Australia, it was important that we did something massive to really make a splash and assert KFC’s position in the cluttered music space in a way that would resonate with fans. And what better way to do it than by bringing Rudimental, the biggest name in drum and bass, a band known for their free-spirited nature, to one of Australia’s most famous backdrops, with a world-first live gig in the pool.”

Fortunately the gig was held on a Thursday when the Icebergs pools are emptied every week for cleaning purposes.

The series will continue in Australia with more original and in-the-moment experiences in the works.