ALICE ON THE ROOF'S MALADE TOUR
- 5 shows in 5 days
- 5 unexpected venues
- Instant sell-out
- 10 metres underwater
ALICE ON THE ROOF'S MALADE TOUR
5 concerts in 5 days in impossible venues, including an underwater show at Nemo 33.
A concert underwater. Spectators in fins and masks, listening through subaquatic speakers installed by our teams at 10 metres depth inside Nemo 33, the world's deepest diving pool. That is how Shadow to Live chose to launch "Malade", Alice on the Roof's new single co-written by Vianney.
The concept came from Shadow to Live. As agent and producer for Alice on the Roof, we designed a promotional tour that matched the ambition of the single : five concerts in five consecutive days, in five venues nobody associates with live music. To fund this unconventional project, we secured Orange as lead sponsor.
The operational challenge was significant. Permits for a moving tram in central Brussels, a boat, an ice rink, a family living room, and Nemo 33. For the underwater show, our technical teams designed and installed a full subaquatic sound system enabling partially submerged spectators to hear Alice perform live beneath the surface. A Belgian first.
Each show was capped at 50 to 100 people. Every date sold out within minutes of going on sale. RTBF's main evening news covered the Nemo 33 show live, and the tour was picked up across Belgian television and radio.
"Malade" became one of the standout singles of the season in Belgium. The tour generated organic buzz that no media spend could replicate : experiences so singular that every attendee became a spokesperson.
From concept to sponsorship, from exceptional permits to underwater technical installation, Shadow to Live initiated, produced and delivered every element. We don't respond to briefs. We create moments that change careers.
"Hearing Alice sing underwater is an experience you simply cannot put into words. You just had to be there."
Spectator, Nemo 33 Concert
