Xbox Reverb to Tour UK

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Thousands of music lovers around the UK will get the chance to help put on the gig of their dreams, as Xbox unveils a major new music initiative that gets the fans and the bands talking.

Xbox Reverb, officially launched in London tonight with a gig featuring exclusive sets from Calvin Harris and Magistrates, will enable fans to collaborate with a selection of the UK’s hottest live acts to co-curate a series of gigs, tailor made by the Xbox Reverb community and the artists themselves.

Upon signing up to the Reverb Facebook ( and Twitter ( groups, fans will be invited to provide their own personal input and suggestions into how the gigs should look and feel based on criteria set by the bands and by the Xbox Reverb team. This feedback, which could include everything from deciding the set list to designing the flyer of the gig, choosing the support act and much more, will then be thrown open to the bands themselves and the most popular suggestions put forward. The result will see a series of DIY gigs taking place around the UK from the end of September with a number of lucky winners being given the chance to attend the events themselves.

The first three gigs have already been announced and will see rockers Danananakroyd taking to the stage in Birmingham on September 29th, before Pulled Apart by Horses pull Leeds apart on October 5th with Esser to play an exclusive gig in December.

At the events, Xbox will also be giving out Reverb Passes; exclusive interactive wristbands to everyone who wants one, giving guests the chance to post live tweets, comments and status updates throughout the night automatically by simply swiping their Reverb Passes on Touchpoints planted around the venues.

Commenting on the campaign, Alex Weller, Brand Experience Manager, Xbox 360 said: “We’re really excited to be able hand over the reigns of these events to communities of music fans, giving them the chance to curate their own gigs with their favourite bands. The response to the Facebook and Twitter groups has been fantastic meaning we’re already seeing a community of people who, just like Xbox, are passionate about great music experiences and enjoying great social experiences together.

In : PC

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