Award organisers Bauer Media wanted to shake things up and bring the fans closer to the stars and the sponsors closer to the fans.
Traditionally an industry-only event, this time there would be 700 fans in the venue for the awards, as well as the 600 celebrities, musicians and industry leaders, plus another 600 fans who would be allowed in for the live music that would follow the ceremony.
There are very few other venues, if any, that could have pulled this one off but we showed why the Kerrang! Awards have chosen us as their awards venue for five years in a row.
As the doors opened, the celebrities, musicians and VIP ticket holders came in through the front door along a black carpet laid out for photo opps.
Meanwhile, the first batch of 700 fans entered through a side door and straight into the circle level.
Below them, and hidden from view, the award attendees enjoyed a drinks reception before taking to their tables for the main event, while the fans had a bird’s eye view from above.
After the awards, which saw the likes of Iron Maiden and Blink 182 honoured, the fans were escorted out and queued again while 60 tables and 600 chairs, food and drinks and branding was removed from the ground floor to clear the space for an all-standing gig with performances from A Day To Remember and Asking Alexandria.
Meanwhile the VIP audience were directed upstairs onto the booth seats where they could enjoy the gig while retaining some privacy.
Thanks to no noise restrictions and a late licence, the party went on well into the morning.
“I had complete faith in Troxy when it came to delivering a foolproof event from start to finish. The team were very thorough from preparation in the build-up to our awards ceremony and on the night, so the event ran smoothly and efficiently.
As an event organiser, it’s nice to know your event is in safe hands and that, simply, is why we keep returning for more.”