The weather has been so amazing in the UK, providing a perfect backdrop for brands to woo consumers with events.
One brand you can't fail to notice in London is E4, who has moved its digital entertainment channel from TV box to grassy knowle. Live comedy performances take place at Udderbelly, a giant purple upside down cow, that can't fail to draw your attention as you meander down London's South Bank - it's located right next to the London Eye. The event is sponsored by Grolsch who runs the bar. Perfect entertainment for British summertime.
Although branded E4, Udderbelly (the cow) is the brain child of live entertainment company Underbelly, who specialises in live comedy. Underbelly has worked their magic at Edinburgh's Fringe Festival, showcasing some of the big name performances. This year it returns to Scotland and will also be featuring at The Big Chill.
Live entertainment is big business in the UK, notably in the music industry where difficulty in driving revenue from music sales has seen significant development of the live music event industry. In March, the BBC reported that sales of live music had overtaken recorded music, generating some £900m in 2008, according to the Performing Rights Society.
