The world is full of musicians with potential, but the difference between making it or not can be as simple as being seen by the right people at the right time. So, when Smirnoff decided to sponsor the 2019 VNZMA Breakthrough Artist of the Year Award, we knew we needed to take things a step further, creating a campaign that lived and breathed their ‘Pure Potential’ brand promise. 

Instead of just using the sponsorship to share some delicious Smirnoff cocktails, we teamed up with leading Kiwi musician, Hollie Smith, and created a brand new way for up and coming artists to get on the radar of the music industry – The Smirnoff Pure Potential Stage. 

Reserved solely for undiscovered Kiwi musicians, this unique stage was placed front and centre at the VNZMA After Party, giving three acts nominated by Smirnoff fans the chance to perform in front of the most influential people in the industry. 

The social and PR lead campaign called on Smirnoff fans to nominate musicians who they believed had the pure potential to take the stage, and with over a thousand submissions it’s clear that there’s a lot of talent out there. 


The Response, Mo Muse and Snead Place secured the chance to perform, but at the end of the night, there could only be one winner. Hollie Smith awarded Mo Muse the top spot, giving him a 12-month subscription to the Music Managers Forum NZ, which is a non-profit trade association dedicated to helping grow artist manager businesses through education, networking and advocacy. Plus, the chance to record a single at Red Bull Studios with award-winning Engineer and Producer, Ben Lawson, as well as ongoing mentorship from Hollie Smith herself. 

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