NME Radio and Codemasters join forces to host exclusive Colin McRae DiRT 2 launch party

NME Radio today announces a deal with computer software company Codemasters to celebrate the launch of Colin McRae: DiRT 2 with a special showcase gig.

Taking place September 10 at The Arches in London – the day before the game launches in the UK – the exclusive gig hosted by NME Radio will feature performances from post-punk/art-rock outfit The Rakes, lo-fi indie pop project Dinosaur Pile Up and metalcore band Glamour of the Kill. Also at the party will be gaming pods giving gig-goers the opportunity to try out the new game prior to its UK release.

On the day of the launch gig NME Radio will broadcast an hour-long DiRT 2 takeover show which will feature only tracks from the game’s soundtrack from 2-3pm.

Supporting the activity, NME.COM will feature an online hub housing details of the game and a preview video, while NME magazine will support the launch across three issues of the magazine. Tickets to the VIP launch gig will be available from NME Radio and NME.COM via special promotions. Tickets will not be on general sale.

The multi-platform deal, comprising radio, online and press activity, along with the experiential element, was brokered by Francesca Glover and Jonathan Boakes of IPC Media, Lauren Stone of DX Media, and Mary Bond and Nicole Meehan of Target Media.