HP – in partnership with Universal Music – hold the very first HP Connected Music gig in the UK which aim to promote the brand new HP music platform.

The service – which allows HP users to listen to nearly any song for free without downloading the music in a completely legal way – was launched on February 1st.

An happy-few of selected service users will be offered the chance to attend the exclusive gig featuring Ellie Goulding which will take place at an “intimate London venue” on March 21st. For the others, the show will be streamed live by LoveLive via HP UK’s YouTube channel.

Tickets for the event will be scarce and will not be available to buy. HP recommend consumers to “stay tuned to find out how to win a pair of tickets.”

As an addition to the communication campaign, HP developed a contest to become the official concert photographer for the night. Photographers are invited to submit an ‘artistic and energetic shot’ taken at a gig, festival or party. The winner (selected by the artist and HP) will receive £1,000, an HP Envy notebook. Also, he and the 5 runners up will see their photography promoted across Essie’s and HP’s official online channels.

“Our partnership with HP offers exclusivity and engagement for music fans, while providing additional exposure for our artists,” explained Olivier Robert-Murphy, Global Head of New Business, Universal Music Group. “Ellie Goulding’s showcase will be a unique performance for the lucky attendees, and the live streaming element means her fans around the world can also share in the emotion of the live experience.” he added.