E4 asks viewers if they want The Midnight Beast to 'unleash the beast'

14 June 2012

In a brand new campaign for new musical comedy sitcom, The Midnight Beast, E4 will ask viewers if they want the band to ‘unleash the beast' in a live promo on Thursday 28th June at 10pm.

The promo will feature Stefan Abingdon, Dru Wakely and Ashley Horne performing an exclusive premiere of Big Boys, which tells the story of their journey from YouTube to their own television show on E4.

The real time music video will be performed at Fountain Studios on a moving set and filmed in front of a live studio audience of one hundred fans. It will involve four set changes, numerous costume changes, ten dancers and five studio camera rigs.

On air trails from Thursday 14th June will encourage viewers to take to Twitter using the hash tag #unleashthebeast if they want to see The Midnight Beast boys wearing just a strategically placed sock by the promo's end!

The trails and live promo are produced by 4Creative's Senior Producer Jason Delahunty and directed by Director, Alex Mathieson. The campaign is led by E4's Marketing Manager, Alex Walker-Sage.

Alex Walker-Sage said: "In the most technically challenging campaign we've ever done we're giving The Midnight Beast's amazing performance skills a national platform on E4. By giving their passionate fan base a means to influence what happens, we're looking to engage a wider audience in The Midnight Beast phenomenon."

Alex Mathieson said: "We're aiming to create a promo that perfectly represents The Midnight Beast. The band have been hugely collaborative in creating an exciting live trail that showcases their talent, ambition, music ability and great sense of fun but also matches the striking visual quality of the show Warp Productions have produced. Multiple set and costume changes, nudity, choirs and a baseball bat - what could possibly go wrong?"

 

About The Midnight Beast:

Already an online phenomenon with more than 48 million hits on YouTube,The Midnight Beast bring their bonkers all-singing, all-dancing brand of comedy to E4.

The series features band members Stefan Abingdon, Dru Wakely and Ashley Horne as struggling musicians, alongside a host of comedic guest stars including regulars Simon Farnaby, Ryan Pope and Sophie Wu.

As well as slipping into wild music videos, the series sees the band having to cope with day-to-day challenges like sharing a dingy East London flat and trying to impress girls when they have no cash and one of them has to sleep in the kitchen.

The series charts their failures and successes as they try to claw and hobble through a sea of bizarre obstacles and unsavoury characters toward pop stardom.

The show is produced by Warp Films and Cuba Pictures, written by Jason Hazeley, Joel Morris and Tom Edge, directed by Ben Gregor (Todd Margaret) and overseen by producer Mary Burke, whose previous credits include the films 'Submarine' and 'Bunny and the Bull'.