For The 'Gram: Mabel Performs Photo-Friendly 'Vertical' Concert

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Courtesy of Samsung
Mabel performs during Samsung KX launch World’s First Vertical Stage Gig

By now, plenty of artists have hopped on the vertical music video trend. But what about vertical concerts?

Samsung and pop-R&B artist Mabel claim to have made history with the first vertical stage gig, performed earlier this week at the grand opening of the new Samsung KX event space in London. There, the "Don't Call Me Up" singer performed across three levels of a towering, nearly 30-foot-high vertical stage -- "perfect for that Instagram story shot," according to a press release. 

“This experience was designed to give fans the ultimate performance tailored specifically for instant sharing," said Tanya Weller, director of Samsung Showcase, KX. "We pride ourselves on creating innovations that defy barriers and tonight’s vertical stage performance alongside a panel of thought leaders showcased how if we work together, we can do just that."

The partnership between Mabel, Samsung and creative agency network Iris was brokered by the brand partnerships division at Globe, Universal Music U.K.’s creative agency. It was inspired by research showing that 79% of smartphone users find vertical videos the most interesting.

“London will always be close to my heart as I’ve made so much music here and I’m honoured and excited to headline the world’s first vertical gig at Samsung KX," Mabel shared. "This type of forward-thinking performance paves the way for more innovation within the city’s live music scene.”

Meanwhile, the new, 22,000 square-foot Samsung KX space in Coal Drops Yard will offer live events and multi-sensory experiences, from yoga classes to cooking workshops, powered by Samsung technology.

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