London’s live music scene, once a vibrant heartbeat of the city, faced a chilling silence during the pandemic. Lockdowns emptied venues, leaving many struggling to survive. Now, a new force is emerging, aiming not just to revive the scene, but to fundamentally reshape the connection between artists and their fans.
If you’ve walked through Tottenham Court Road station or explored Soho in recent years, you’ve likely been captivated by the colossal screens displaying immersive visual experiences. These aren’t just advertisements; they’re a glimpse into Outernet London, a groundbreaking project designed to invigorate the capital’s music industry and redefine how audiences engage with the artists they love.
Launched in November 2022, Outernet London has already welcomed an astonishing 80 million visitors. It’s a dynamic cultural hub, hosting art exhibitions celebrating events like Black History Month and Pride, but it also functions as a live venue nestled in the historic heart of Denmark Street – a street steeped in musical legacy.
Philip O’Ferrall, CEO of Outernet Global, envisions a thriving “ecosystem” of artists, brands, and fans. He explains that Outernet deliberately built upon the rich cultural history of Denmark Street, a location that has long been synonymous with music. Iconic brands like Roland, Rough Trade, and NME have either remained or returned, solidifying the area’s enduring appeal.
Outernet isn’t simply preserving the past; it’s forging a new path for artist-fan interaction. The project provides opportunities for intimate connections, like meet-and-greets, allowing fans to experience a more personal relationship with their favorite musicians. This focus on accessibility aims to create a welcoming space for everyone, regardless of age or background.
Recent weeks have seen a flurry of activity with visits from Ed Sheeran, Yungblud, and Biffy Clyro. A recent event featuring Oasis drew massive crowds, followed immediately by an impromptu appearance by Ed Sheeran at a pop-up area, offering fans a rare chance to connect. Yungblud similarly engaged with fans directly on Denmark Street, demonstrating a new level of artist accessibility.
O’Ferrall believes artists are moving beyond traditional performances, embracing opportunities for deeper engagement. He anticipates a rise in unique merchandise and physical experiences, exemplified by the recent opening of a Yungblud shop on Denmark Street. Outernet aims to complement stadium tours with these surprise pop-ups and intimate activations.
The Outernet experience is free to the public, supported by commercial advertising – a model O’Ferrall likens to commercial television. He emphasizes the creation of a “beautiful, open, safe space” that seamlessly integrates commercial partnerships. The goal is to provide a vibrant environment where culture and commerce coexist harmoniously.
The pandemic presented a “scary time” for the music industry, and concerns remain about the full extent of the recovery. However, O’Ferrall is optimistic about the improving footfall across London’s music venues. He believes it simply took time for audiences to rediscover the joy of live experiences.
Outernet’s success lies in its unique combination of location, programming, and compelling content. With 80 million people passing by annually, the project benefits from an unparalleled level of visibility. O’Ferrall points to the O2 Arena as another example of a successful ecosystem, but highlights Outernet’s accessibility as a key differentiator.
Looking ahead, Outernet is poised for global expansion, with plans to replicate its innovative model in cities around the world. Already, 25% of its visitors come from overseas, demonstrating its international appeal. The organization has generated 1.5 billion impressions through social media, and supported 41 artists through over 60 free exhibitions.
This winter, Outernet will unveil its new Ice Palace experience, promising an “enchanting immersive lightshow” that will transport audiences into a festive wonderland. It’s a testament to Outernet’s commitment to creating unforgettable experiences that blend art, technology, and the magic of the season.
