Wray Residency

Amplify in collaboration with Warm Street and The Romans

Client: Wray & Nephew

Wray & Nephew has always been more than a rum brand, their work in the culture and community is a year-round, family affair. One of London’s favourite party starters, a taste of Wray & Nephew’s rum punch can transport you directly to the good vibes, a distillation of Jamaica’s music-loving spirit.

With the community calling out for a Wray celebration, we knew that a taste of Jamaica needed to be all-encompassing, and the best way to do this authentically was to bring Jamaican talent to the London Black communities doorstep, in a location and venue already owned-by, and important to them. The hottest music activation to wrap up the summer, featured the biggest Wray Residency lineup that celebrated dancehall’s finest, including headliners Stylo G and Ding Dong, plus sets from heavyweights like Invasion Crew and Rampage Sound. The increased number of artists and genres created a higher demand for tickets, with 100% of consumer tickets sold. This saw a 238% growth in attendees from 2022. 18 pieces of in-feed content with collab posts from Ding Dong, Stylo G and supporting artists resulted in 9.5k engagements, a 20% increase from the 2022 event, as well as 3.1m impressions, a 90% increase from the previous year. From event design, creative programming and live execution run by Amplify, social roll-out and talent managed by Warm Street, and media amplification headed up by The Romans, the collaborative partnership between agencies allowed for a powerful concoction of strategic, creative, production and music expertise.