Europe UK : Vodafone UK announced the return for the third year running of the successful Vodafone TBA gigs showcasing the best bands to music fans across the country for free.

Performing at the first TBA in Princes Street Gardens, Edinburgh on 1st June will be the Sugababes, The Feeling and US hip hop duo Gnarls Barkley.

For 2008 the TBA format has evolved; rather than small secret- venue gigs with just one artist, TBA 2008 will reveal the location and line up for the multi artist mini “festival”.

Vodafone customers will have the opportunity to win tickets for themselves and two friends by texting 61500.  This will be promoted through bill inserts, an ATL campaign and the Vodafone.co.uk website.

2008 will see Sony Ericsson join with Vodafone as the official handset partner for the second year running, and provide a platform for the manufacturer to celebrate live music, promoting the Espresso Black W890i from its popular range of Walkman® handsets, available exclusively to Vodafone on Pay Monthly and Vodafone Pay As You Talk.

Vodafone has also once again joined forces with Initial, one of the leading entertainment content creators and producers in the UK, to produce both the Vodafone TBAs and later in the year the Vodafone Live Music Awards. The gigs will be broadcast as six half-hour shows on Channel 4.  Part ‘rockumenatry’, part concert, they will feature exclusive live performances and offer a chance for viewers to see just what really motivates some of the world’s coolest bands.

Vodafone will also be premiering a whole host of new exclusive content applications through Bluetooth teams who will be on site to greet guests. Available content will include the latest videos from all the performing artists and a java application gig guide carrying show times, band biographies and images. Guests will also receive free professional quality event images sent in real time to their handsets, as a memento of their Vodafone TBA experience.

 “2008 is another great year for customers to experience Vodafone’s Live Music programme which has seen some of the greatest artists from around the world perform to music fans across the UK.” said Daragh Persse, Head of Sponsorship at Vodafone. We are poised to deliver superior music experience to our customers this year with a tremendous line up of artists and musicians as well as unique services and content for customers and fans.” 

“It’s great to be back working with Vodafone on the TBA gigs’, says David Hilton, Head of Marketing at Sony Ericsson UK, ‘last year’s gigs showcased some of the most exciting and talented acts in the industry and Sony Ericsson is particularly happy for our Walkman® phones to be involved in such a great partnership.”

Phil Mount, Head of Music at Initial, says; “Vodafone TBA music events are always a highlight of the summer’s music calendar. This year promises to be more exciting than ever, as three A-list bands will be performing at two landmark locations, providing music fans with the perfect mix of an exciting one-off live performance in a spectacular setting, which is central to Initial’s commitment to producing music and event programming.”

Neil McCallum, Head of Music added; “Both Vodafone TBA and Vodafone Live Music Awards were high points of our music schedule last year and we're thrilled that they will be returning this year.  They will undoubtedly be exciting events that will allow us to strengthen the 4Music brand and offer music fans the chance to see some of the industry's hottest bands”.

The second Vodafone TBA is planned for August and will lead up to the Vodafone Live Music Awards in September. Now firmly established in the music industry’s calendar the Vodafone Live Music Awards celebrate all that is good and great about the UK’s booming live music scene.  Fans will soon have the chance to vote for the favourite bands at www.vodafone.co.uk/music to be put forward to the judging panel in May. Previous winners have included Iggy Pop, Take That, Razorlight, Amy Winehouse and Mika.

Sony Ericsson will be supporting the best live acts at the Awards with a dedicated sponsorship category – the ‘Sony Ericsson Tour of the Year Award’, the winners of which will be chosen by public vote.