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More on the MOBO's as they usher in 'brand new era'

BIG CHANGES: MOBO Awards

MOBO Organisation announced today plans to revamp the MOBO Awards as they enter into an “exciting new chapter” which will see theme expand beyond music into film and entrepreneurship.

The announcement revealed a new direction and partnership for the organisation, amid news that the ceremony will not be taking place in 2018.

In a statement shared on Twitter, MOBO said: “The evolution of the MOBO Awards is always at the forefront of our mind and we want to ensure that we continue to build on the strong foundation of the brand and its heritage for a wider purpose and bigger impact. We will bring the platform to brand new heights and, most importantly, continue to amplify the exposure of the large pool of exceptional talent celebrated by MOBO.

“As a result, the MOBO Awards will not take place this year but will return in 2019. We look forward to bringing you a much bigger, revamped show, announcing major partnerships as well as introducing a series of initiatives and events over the next 12 months in music, film and entrepreneurship.”

A powerful force and a staple in the music industry for over two decades, the MOBO Awards has established itself as a key platform for showcasing and championing the very best in British urban music and culture.

MOBO has provided a stage where stars are made, thus making a significant contribution to the UK economy, and has managed to achieve this all while operating as an independent organisation.

Now, after 22 years of producing the MOBO Awards, the organisation has made some big chances with preparations underway for next year’s show in November.

They have appointed leading global advertising and marketing agency, Ogilvy UK, part of WPP, to work on the development, overarching strategy and positioning of the MOBO brand.

Collaboratively, MOBO and Ogilvy UK will focus on new, innovative content as well as talent, creative and partnership strategies – providing exciting and unexpected ways to engage with audiences in today’s ever-changing landscape. With MOBO further expanding its reach,
profile and digital engagement across the UK and internationally, it marks the start of an exciting new era ahead.

Kanya King, CEO of the MOBO Organisation, said: “We understand that the MOBO Awards will be missed this year, but we will be back in 2019, bigger and bolder. The evolution of the MOBO Awards is always at the forefront of our mind and we want to ensure that we continue to build on the strong foundation of the brand and its heritage for a wider purpose and bigger impact.

"We will bring the platform to brand new heights and most importantly, continue to amplify the exposure of the large pool of exceptional talent celebrated by MOBO. In this respect we are very pleased to be teaming up with Ogilvy UK”


Michael Frohlich, CEO, Ogilvy UK commented: “The team here at Ogilvy UK are incredibly proud to work with MOBO on its brand positioning. We hope to collaborate in ensuring the organisation maintains its place as an influential cultural force in the UK and beyond.

"Here at Ogivly, we relish the opportunity to build on the MOBO legacy of being an amazing urban music and cultural platform for established and emerging artists, while helping shape the brand’s future across music, media and entrepreneurship in unexpected ways.”

In addition to the award ceremony, the MOBO Organisation will be branching out beyond music, from supporting entrepreneurial talent and continuing their MOBO UnSung competition to supporting social causes and launching MOBO Movies division with a film production company.

King added: “We are thrilled by all these new developments. It has long been our ambition to expand MOBO into new areas of the arts and help more talent succeed so that exceptional talent will not go unnoticed. We want to thank everyone who has supported us so far and we look forward to continuing this journey with you.”

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