Mercury Prize Awards
October 2025, the Mercury Prize left London for the first time, landing in Newcastle to celebrate the best British and Irish music of the year. The prestigious Award Show took place on Thursday, 16th October, at the Utilita Arena, featuring live performances from shortlisted artists and culminating in the announcement of the 2025 winner.
Fenwick was proud to partner with the Mercury Prize, bringing the excitement to Newcastle. The partnership consisted of:
Mercury at Fenwick Fanzone: Fenwick hosted the Mercury Prize Fanzone – a space created for fellow music obsessives. Held within the newly opened pub within Fenwick Newcastle, I organised a special live lounge to mark the occasion. Six artists from the North East were selected through an open call run by Generator, the North’s leading music development agency. Each artists performed their own original music alongside an acoustic cover from one of this year’s Mercury Prize-shortlisted albums. It became the perfect stop before heading on to the awards nights, a moment to connect with new voices, original songs and the energy of Mercury Week in Newcastle.
Shortlisted Albums Display: Fenwick Newcastle wrapped the entire front of the store, to showcase the Mercury Prize 12 'Albums of the Year'.
Mercury Prize Pop Up: Fenwick launched a Mercury Prize retail pop up, selling vinyls from each of the shortlisted artists, plus merchandise from artist Sam Fender.
Brand Visibility: Fenwick logo was incorporated in to all communications on the Mercury Prize and within signage throughout the award show arena.
Press Events: 47 pieces of coverage with a reach of 54.6 million driven from the partnership and two press events held at the store. Coverage included pieces with the BBC and the Metro.
Influencers: 5x influencers were styled by Fenwick and gifted tickets to the awards night. Coverage from the influencers reached 250k.
