Channel 4 brings a Kojey Radical block party to the UK with new Brooklyn Brewery social partnership

14 August 2024

Channel 4 Sales today announces its first campaign partnership with Carlsberg Group in a social series for craft beer brand Brooklyn Brewery, featuring British musician Kojey Radical. 

From August 14, a new social series which brings the “Brooklyn state of mind” to viewers will go live across Channel 4’s YouTube, Facebook and Instagram pages, as well as on Channel 4 Streaming.

The series sees UK culture embrace and give its own spin on an activity that embodies Brooklyn’s status as a vibrant global epicentre of food, music and community: the block party.

Over the course of three YouTube episodes British hip-hop musician Kojey Radical sets off to the United States to meet Brooklyn Brewery’s Garrett Oliver and find out what makes Brooklyn culture so special.

Each episode focuses on a different element of the block party, from music to food and community. Meeting Garrett’s connections to uncover Brooklyn’s history and learning more about the birthplace of the block party, Kojey then returns to the UK to put his new knowledge to practice, hosting his very own block party at home.
 
Brooklyn Brewery’s products are integrated across the series’ content and branding. Brooklyn Brewery beers, produced by Carlsberg Marston’s Brewing Company (CMBC), are on display in each episode, including Pilsner, Special Effects Low Alcohol beer and the new Stonewall Inn IPA.

In addition to the full YouTube episodes, bespoke, short-form 60-second clips will be created from the YouTube edit for Instagram Reels, Facebook Films and YouTube Shorts, with a 30-second commercial on Channel 4 Streaming.

The campaign was identified and negotiated by iProspect and The Story Lab respectively. The series was produced and filmed in partnership with 4Studio Productions and Director Teddy Powell, and builds on Channel 4 Sales’ track record as the UK’s leading branded entertainment publisher.

Rupinder Downie, Content Solutions Leader at Channel 4 said:

“Channel 4’s Fast Forward Strategy is all about connecting brands with their most relevant audiences through engaging content. Showing our viewers the fun and games of a block party captures that ideal perfectly.

More than half of our viewers drink alcohol at least once a week, and 56% of them like to try different brands whilst doing so. We think they’ll be excited to learn about Brooklyn, and pick up some Brooklyn Brewery drinks along the way.”

Joe Churchill, Digital Commissioning Editor at Channel 4 said:

"This series brings together the very best elements of celebrity travelogue and authored documentary, all wrapped up in a simple mission: to throw a great party. I can’t imagine a better brand partner than Brooklyn Brewery and its range of beers to help us bring to life this joyful exploration of Brooklyn block party culture."

Kyle Gallagher, Client Partner at iProspect said:

“A collaboration such as this which has so many moving parts and considerations to make can be really tricky to navigate, but when the idea and the content is this strong it’s absolutely worth it and this project has been an absolute joy to see come together. The whole team from CMBC, Channel 4, Dentsu brands; The Story Lab and iProspect, really delivered on our shared commitment to create an authentic brand asset which both celebrates Brooklyn and its community, and uniquely stands out as something that no other competitor could replicate. I’m thrilled to see this come through at such an exciting time for Brooklyn as it continues to grow here in the UK.”

Jo Marshall, Director of Marketing for Craft & Ales at CMBC, said:

“Nothing captures the vibrancy of the Brooklyn Brewery brand like a Brooklyn block party. We’re thrilled to bring this slice of New York life to the UK in this new social series, as well as showcase our amazing range of brews that were born from the unique, diverse culture that Brooklyn is famous for.

“We can’t wait for people to discover the key ingredients for an amazing block party – music, food, and community. Kojey Radical is the perfect guide to bringing UK and Brooklyn culture together, helping viewers to discover what Brooklyn, and Brooklyn Brewery, are about.”

About Channel 4

Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.

The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For more than 40 years, it has been a British success story, engaging generation after generation of young people.

With a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with hundreds of creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.

In 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into an agile and genuinely digital-first public service streamer by 2030. It is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market.

From its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is fully committed to harnessing the power of its regional structure to increase its impact across the UK. Through its training and development initiative 4Skills is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people and addressing skills gaps across the Nations and Regions. 4Skills invests £5m in training, development and learning opportunities annually and this will double to £10m by 2025.

Channel 4 has the UK’s biggest free streaming service. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 43 Oscar wins and 97 BAFTA wins in its history.

About Brooklyn Brewery

Brooklyn Brewery was founded in 1988 by neighbours Steve Hindy and Tom Potter who set out to bring brewing back to Brooklyn, which was once a powerhouse of American beer production. They worked with Milton Glaser, (creator of the ‘I Heart NY’ logo) to design the brewery’s iconic logo, and in 1994 teamed up with legendary brewmaster Garrett Oliver to craft award-winning beers that put Brooklyn Brewery firmly on the map.

Brooklyn Brewery’s beers are now available in over 30 countries worldwide. Its range- includes Brooklyn Lager, Brooklyn Pilsner, Brooklyn Special Effects, and the new Brooklyn Stonewall Inn IPA. Available in pubs and major retailers nationwide, including Asda, Sainsbury’s, Tesco, Morrisons, Co-Op, Ocado, and Waitrose.