The Beat Hotel
Marrakech

After running as a destination cocktail bar at Glastonbury festival since 2011, during the fallow year in 2018, we had the opportunity to develop the Beat Hotel into an intimate festival set in Marrakech.

Together with our partners (Gorilla Events, Soulshakers, Otok) we conceived the Beat Hotel Marrakech, taking the spirit of the Glastonbury venue and making it a 4-day event at a boutique resort in Morocco.

Keeping true to the venue’s mid-Century, Beat Generation roots, we created a cultural escape encompassing music, literature, food and drink, aimed at the Moroccan market as well as international guests from Europe and the UK.

Kingdom Collective oversaw programming of the event as well as international PR and strategic partnerships

• Curation of line-up; booking, contracting and artist liaison for the cultural line up comprising live bands, DJs, writers, artists, creatives and academics (160+ artists from 12 different countries)
• Secured festival’s strategic, content and brand partners
• Copywriting and creative direction – engaging writers and photographers for inaugural event’s 6-month marketing campaign
• International media relations; from festival launch and line-up announcement through to onsite press office management, KC managed all of the Beat Hotel’s PR

Line-up secured including Maribou State, Young Fathers, Gilles Peterson, Hunee, HAAi, Irvine Welsh and Jeremy Deller

Moroccan programme ranging from the William Burroughs-affiliated Master Musicians of Joujouka to Resident Advisor’s Label of the Month, Casablanca’s Casa Voyager

PR campaign including coverage in New York Times, Grazia, Evening Standard, L’Economiste, Radio 2M, Metro, Daily Telegraph, La Confisere Sonores and many more

Media partnerships brokered with Resident Advisor, Crack, Ransom Note and Worldwide FM

Headline partnership Pernod Ricard to activate Ballantine’s True Music Africa at the event, in partnership with Worldwide FM

Live stream and on-demand sets from festival garnered more than 2m views in 4 weeks following event

Reviews from BBC Africa, Mixmag, The Skinny, Ransom Note, Crack and Trippin