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The MOBOs is an annual British awards show that celebrates Music of Black Origin. After 20 years, ratings where at an all-time low. The MOBOs had lost its identity, awarding popular white artists (like Sam Smith, Adele and Jessie J) who dominated the mainstream music awards: The Brits.
The Solution
To bring it back to its roots, and champion Black British artists once again.
The Idea
In London, Blue Plaques adorn buildings where famous people used to live. They are predominantly members of the white British establisment (think Winston Churchill, John Lennon, George Orwell). The MOBOs would provide the anti-thesis to Blue Plaques with 'Paving the Way' lifetime recognition awards. A paving stone that recognises a Black, British artist in a place of historical significance. Artists who had long been ignored for their cultural contribution.
The first artist recognised was Wiley, the "godfather of grime" (a genre of rap unique to the UK) in the birthplace of grime: Bow E3.
The Results
The campaign made national headlines, and was covered by Time Out, NME, Vice and The Guardian. The MOBOs was cool again, and its ratings broke records.
To see the unveiling, click here.