The FreeCycle was intended as the festival at the heart of the Prudential RideLondon weekend celebrating all that cycling has to offer. Kru Talent were brought on board to help deliver entertainment and music across the 8 mile route and 3 festival sites. Vicki and team did an amazing job in pulling a whole host of performers and musicians together from bmx free stylers, unicyclists, a beat boxer to a mariachi band playing on the back of a bike. Kru's creativity, management on the ground and ability to meet our often last minute requests was extremely impressive. The majority, if not all, of the televised and print media coverage of the event included footage and images of performers and musicians provided by Kru. We look forward to working together again in 2014 on an even bigger festival of cycling.
James Kemp, Organiser, RideLondon Freecycle
Prudential RideLondon is a new bicycle Festival; supported by Boris Johnson and David Cameron, aimed at encouraging Londoners to go green and take to the streets with their 2 wheels. The 2 day August festival started with an 8 mile traffic-free route passing all the iconic central London venues, enticing all families, friends, pro and novice cyclists to go down and take in the sights.
To coincide with the designated route, KruTalent were tasked to programme an array of en-route entertainment for the 50,000 participants.
The Sunday saw the 100 mile pro-race leave from the Queen Elizabeth Olympic Park and head into Surrey mimicking the 2012 Olympic road route. Here KruTalent were commissioned to provide festival entertainment to predicted audiences of over 20,000.
An initial client meeting took place to flesh out the aims and objectives of the festival before some serious brainstorming took place in KruTalent HQ. From here bespoke acts and quirky entertainers were auditioned, recruited and programmed to appear at various stages throughout the festival.
KruTalent chose 3 of their favourite musical artists including a beat boxer, Mexican mariachi band and west-end brass band to play up-beat summer songs whilst cycling laps of The Mall on converted bikes.
The British Unicycling champion along with the UK’s top BMX Flatlanders also appeared at static spots on both days. Making their way around the 8 mile FreeCycle were Penny Farthing riding magicians, stilt cyclists, cheerleaders and an eclectic mix of costume characters all roving on 2 wheels. In addition to their en-route acts, KruTalent filled the Children’s tent in Green Park with jolly face painters and beaming balloon modellers.
As with all large-scale projects, a Kru Runner was in place throughout the festival to co-ordinate the artists and ensure everything ran smoothly.
24 hour agency, talent & client comms
Press coverage including articles in The Guardian and live footage on the BBC
Longevity with our client and 2014 plans firmly in the pipeline