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The Moments That Made Us with Ezra Collective
Courvoisier teams up with Ezra Collective and Amplify to celebrate the moments that made them, from where it all began.
Challenge
Courvoisier was looking to make a splash in UK cities and reach new audiences. With music as a key pillar, they hoped to partner 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 performances. 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
The Sequel
The best live music experiences aren't about the size of the stage. They're about the closeness of the connection.
A year later, Courvoiser and Ezra Collective teamed up again and returned to Shoreditch, bringing guests back into the world of Courvoisier and Ezra Collective for a night built around the band, and everything that shaped them.
Landing as part of Courvoisier's Father's Day campaign, the show put Ezra Collective on stage alongside their mentor Gary Crosby, founder of Tomorrow's Warriors, the jazz youth collective where the band first came together. A performance about lineage, played by the people who lived it.
Then we handed that idea to the room. Guests were invited to bring their own father figures as plus-ones, turning an intimate gig into something far more personal. A Courvoisier cocktail on arrival, a shared moment, and a night that closed the distance between the stage and everyone in front of it.