British rock and pop music has been inspiring people around the world for decades with the sounds of The Beatles and the Rolling Stones as well as modern artists such as Coldplay, Kaiser Chiefs and Lilly Allen. Aligning with music brands help us attract younger audiences and capitalize on the global interest in music. 

EMI
We developed a partnership with EMI Music – the only British major music company.  This first-of-its-kind music partnership has helped us raise awareness of the destination, its world-renowned rock and pop music heritage and inspire people to visit Britain.

Editorial about British artists and their music currently appears throughout visitbritain.com with information on the towns and cities where they were formed or that inspired their music. A key element of the partnership allows potential visitors that use the website to download the soundtrack to their holiday from over 140,000 tracks from EMI’s catalogue.

Under the partnership, our international offices have worked together with EMI to market and promote a number of new releases by British artists.  For example, a recent partnership in Spain led to the joint promotion of the Lilly Allen’s debut album ‘Alright still’ as well as her Spanish website. A similar promotion with Corrine Bailey Rae generated over 6 million impressions and 20,000 visits to the campaign website.

See more information on our music pages (www.visitbritain.co.uk/things-to-see-and-do/interests/music-in-britain/index.aspx).