FRUKT was tasked by one of the defining UK craft beer groups - Meantime Brewing Company - to create an epic celebration to launch the Greenwich firm’s partnership with Record Store Day, which continues to support independent record shops around the world and celebrated its 15th anniversary this year, as well as raising awareness of the brewery amongst the local community.
We wanted Meantime to turn up in a way that was authentic and relevant. Given vinyl sales are at their highest since 1990, it was clear to us that we were in the midst of a resurgence of this most dedicated and meticulous corner of music fandom. For a brand who recognises time as our most valuable commodity – our activation needed to be a celebration of craft and time well spent.
The stunning inaugural Meantime presents Record Store Day Live was a day-long festival of live music taking place on Sat 9 April 2022 at the magnificent Meantime Brewery in South East London. The event celebrated Meantime’s ongoing partnership with Record Store Day, and all proceeds from ticket sales were donated to Warchild, Record Store Day’s official charity partner, with the event selling out a week in advance!
FRUKT undertook all production, talent, and ticketing duties, transforming the brewery into a magnificent outdoor music arena, with a sound system to rival the best festivals! Unique areas were created for watching the music, local street-food, backstage and even a record fair showcasing local vinyl shops.
The debut Record Store Day Live was headlined with an epic performance from soulful singer-songwriter Samm Henshaw, celebrating his debut album ‘Untidy Soul’ which was released in January to major acclaim. Henshaw was supported on the bill by the hugely popular London troubadour Hak Baker, who had the whole crowd chanting along; the hotly-tipped Do Nothing, whose punk-funk grooves have lit up festivals including Truck and Green Man; and incredible funk-soul act Sister Cookie, playing tracks from their recently-released debut album. The band have been championed by BBC 6Music’s Craig Charles, and were the winner of 2020’s Record Store Day Unsigned competition. BBC Music Introducing’s Jess Iszatt hosted the whole festival, bringing a party atmosphere to the brewery.
As well as the live acts there were plenty of opportunities to pick up music and merch at the aforementioned Record Store Day Live vinyl fair, with record shops including Peckham Soul, Intense Records, and Dreamhouse London bringing a selection of new releases and rare pressings.
Topping off the day was a unique beer brewed by Meantime in celebration of Record Store Day. ‘B-Side’, dubbed a ‘No Coast IPA’ for its modern hop varieties from the USA, UK and Germany, was available exclusively on the day and all profit from the cans was donated to Warchild.
Meantime presents Record Store Day Live celebrated the music and spirit of a vital event in the cultural calendar, bringing good vibes and great beer to South East London for a special day.
“What a show this was! It was incredible working with FRUKT on this project. So many positive comments all round and it was great to see the brewery full of happy people and hear some incredible musicians.” Josh Smith - Marketing Manager, Meantime Brewing Company