Globe worked with American Airlines to develop the ‘New Heights Programme’ – an air miles bursary designed to help UK music artists break into the US Market.
Working alongside Celeste’s videographer Sammy King, Globe Productions documented what Celeste called the ‘craziest weeks of her life so far’, and the journey she took – all thanks to American Airlines - to get her there. For Celeste, it was a story of ‘firsts’ – first video shoot in New Orleans for the incredible ‘Stop This Flame’; first time attending the Grammy Awards; first appearance on James Corden’s ‘The Late Late Show’ – all before flying back for her show-stopping performance at the BRIT Awards. The full behind-the-scenes documentary below previewed on Apple Music for a week before going live on Celeste’s social channels.
Jon Bird, Director of International Marketing at American Airlines said, "As the airline of the entertainment industry, we are delighted to support some of the most exciting talent the UK has to offer as they start the next phase of their careers. Travel has the ability to transform lives and we are so proud to be part of the journey of these up and coming artists”. Celeste commented, "After performing at Glastonbury in 2019 and winning the BBC Sound of 2020 award, one of my goals this year is to break into the U.S. market and travel is an integral part of this.
As an artist, new spaces and experiences are key to fuelling my creative process and I’m extremely grateful to have been chosen to take part in the New Heights Programme. I can’t wait to see where my travels take me next." Artists taking part in the Programme will be able to redeem American Airlines flights throughout 2020, giving them opportunities to go on tour, shoot videos, attend industry events, and develop ties with the North American market.