NME Awards Tour revamps with club nights and more VO5 pop-ups

VO5, the hair-styling brand owned by Unilever, is bringing back its make over pop-ups at the NME Awards Tour which will feature more club nights.

The music event is also changing next year with more club nights across the country featuring DJ sets instead of gigs.

VO5’s activation at the events will feature a "Style box" or pop-up dressing rooms that will offer visitors a chance to pick out a look from a menu and have their hair styled for the night. Last year VO5 focused on colours, which included dip dye effects, but this year’s theme is yet to be decided.

NME, the music title owned by Time Inc, has 10 venues booked already but is hoping to secure up to a further 10. The aim is to have the pop-ups at every venue, but space restrictions may mean that some will not feature the experience.

Romano Sidoli, managing director of NME, said that it is important for VO5 for the event to be nationwide so that it can target as many people as possible.

He added: "We’re trying to make sure we can represent a wider musical landscape with guests DJs rather than gigs from emerging artists. So there will be dance, indie and hip hop to create more variation in the music.

"For us nowadays there’s no reason to vary a night and have different themes as long as [they are advertised that way]."

The London events will live music gigs, and the locations around the country will be club nights. The NME Awards night will take place in Brixton on 14 February.

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