MOBO Brand Strategy


Since its inception in 1996, the MOBO Awards has truly become one of Europe’s biggest Music Award ceremonies, and perhaps the most important and influential event for music makers and fans. Celebrating excellence in music for more than 20 years, MOBO continues its rich legacy and ongoing growth as the premiere outlet for recognising and honouring the artistic and technical achievements of exceptional British and international talent in the musical fields of Hip Hop, Grime, RnB/Soul, Reggae, Jazz, Gospel, and African music.

Global artists attending over the years have included Janet Jackson, Diddy, Jay Z, Rihanna, Lauryn Hill, Rihanna, Tinie Tempah, Tina Turner, Sade, Lionel Richie, Usher and Amy Winehouse, just to name a few.


MOBO is seen to be relevant once a year with the MOBO Awards. They asked The Brand Specialist to help them become relevant your-round.


Instead of dong several unrelated sideway brand extensions, MOBO’s new brand strategy is to motivate, elevate, celebrate.

Motivate young people to get into all sides of the music business.

Elevate talent through their climb towards the top.

Celebrate the best of the best with the MOBO Awards.

MOBO’s new brand strategy is aligned with how people perceive the MOBO brand. Instead of just celebrating their achievements at the end, MOBO will support and nurture young hopefuls and talent artists throughout the challenging journey to stardom.

Client Feedback

Rikard Svendsen has become a great friend of the MOBO Organisation and vice-versa because of his can do attitude, his ability to understand our brand very quickly and specifically because of his very sound brand and marketing advice and guidance. I would highly recommend him.

Kanya King MBE - Founder and CEO MOBO
Project Info

Services: Brand Strategy Consulting