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In keeping with its daring, dynamic and disruptive values, channel marketing agency Boutique has today announced an exciting PR partnership with global electronic music industry charity, Last Night A DJ Saved My Life (LNADJ).

Leeds-based Boutique will provide pro bono PR campaign support to LNADJ, which has supported children in crisis across the world - linking its love of dance music with various grassroots projects to help those in need.

The focus for Boutique’s PR strategy will be to champion LNADJ’s 10th anniversary this summer, with the foundation originally set up to create positive change through harnessing the energy of the dancefloor. It has received support from high profile artists such as Carl Cox, Fat Boy Slim and Eats Everything and industry heavyweights such as Pioneer DJ and Mixcloud.

The agency has already got its teeth in to the charity’s latest emergency appeal - Set for Love - the world’s largest ever simultaneous live stream DJ event, in aid of those suffering from the impact of coronavirus in Africa and other developing countries. The 72-hour extravaganza brought together over 10,000 DJs from as far afield as Australia and has raised over £50,000 for vital COVID-19 community projects in areas such as Uganda, Tanzania, Nepal and Indonesia.

Jonny Lee, founder of LNADJ, commented: “We’re extremely grateful for Boutique’s PR and strategic support in our 10th anniversary year - the timing couldn't have been better for us. With so much content and positive news to share, it is essential for us to have agencies and creatives come together to spread the word and help us achieve our fundraising goals, whilst expanding our supporters. After already kicking-off with the successful Set for Love emergency appeal, the partnership is destined for exciting and great things ahead in 2020."

Boutique managing director, Simon Bollon, added: “The chance to partner with LNADJ and the team behind it was an opportunity we simply couldn’t pass by. They have always innovated and galvanised the dance music industry and feel the work they have been doing in developing countries is truly inspiring.

“We feel a real connection with the charity’s passion, energy and enthusiasm to make a difference, with many members of the Boutique team sharing a love for dance music and excited to be putting our PR expertise and creativity to such a good cause.”

Boutique is a channel agency that takes a more agnostic view of marketing services across its three core disciplines of media buying and planning, digital marketing and PR. It firmly believes that there is no space in the industry for ordinary, with Graham & Brown, 247 Blinds and Nexus Vehicle Rental just a snapshot of its recent high-profile client wins. Further information at

Bethany Wright
Article by Bethany Wright
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