The Moments That Made Us with Ezra Collective

Courvoisier teams up with The Ezra Collective and Amplify to celebrate the moments that made them, from where it all began.

Challenge

Courvoisier was looking to reach affluent 25-40 year olds living in large UK cities and help them to see the brand as cool, premium & tapped into modern culture. Additionally, they hoped to bring something new and interesting by partnering with influential talent to activate an unforgettable and surprising music experience that truly set the brand apart.

Insights + Strategy

Amplify looked to create an experience that immersed the Courvoisier audience in the world of their favorite artist, and empower the community to live in the moment and savor every victory. All while orienting Courvoisier in the experiential music landscape and breaking the codes of cognac to help Courvoisier stand apart from the competition.

Solution

MTMU saw an immersive 4-day experience that brought audiences into the world of Ezra Collective—tracing their journey from humble beginnings in London to Mercury Prize-winning success.

The space celebrated the people, places, and moments that shaped their sound, spotlighting their deep ties to London. Visitors explored the experience drink in hand, courtesy of Courvoisier, across four days of live programming.

Each evening concluded with a performance—Friday headlined by Ezra Collective, with other nights featuring Poppy Ajudha, Gary Crosby (Tomorrow’s Warriors), Selassie TBC, Mafalda, and Yemz.

Key Moments Within the Experience:

Their First Gig
- Location: Foyles Bookshop
- In 2013, they played their debut London show at Foyles to just 30 people.
Turning Inward for Inspiration
- Location: Livingston Studios
- During lockdown, they recorded Where I’m Meant to Be—relying solely on each other to push their music forward.
Where It All Began
- Location: Southbank Centre
- In the Violet Rehearsal Room, they found their sound through Tomorrow’s Warriors, surrounded by beat-up instruments and boundless potential.
Gaining Recognition
- Location: Mercury Prize
- Winning the 2023 Mercury Prize, Femi’s speech spotlighted grassroots platforms like Tomorrow’s Warriors and Kinetika Bloco—champions of the next generation.

- 4
  
  days of live programming
- 9
  
  talent performances
- 2K+
  
  Courvoisier serves
- 1K+
  
  attendees

Brand Experience Agency of the Decade