How do you 'personalise' a meet-and-greet between Sir Richard Branson and 1,200 of his screaming fans (actually they were his employees, but they LOVE him and get very excited when they see him!) That was the brief given to SongDivision by Virgin, and we only had a 15 minute window in which to accomplish it.

The Solution: Custom Song

In the weeks leading up to the event, Virgin team members were informed that they were going to help write a song about their beloved leader, with a little help from some of the best musicians on the planet. Everyone was given the opportunity to submit short poems about Sir Richard and what they loved about working at Virgin. For the folks whose lyrics made the final song, they’d be given the once-in-a-lifetime experience of being onstage with the big man himself when the song was performed to him by all 1,200 people!

We received hundreds of amazing entries, including fabulous lines like these:

"My parents told me I should be a surgeon. I said 'No way', I'm working for Virgin!"

The song was professionally recorded by SongDivision’s world-class musicians and emailed to the Virgin employees via mp3 for everyone to learn before the event.

When the day arrived, the SongDivision band played Sir Richard onto the stage with AC/DC’s “It’s A Long Way To The Top”, a true rock star's arrival. Then all 1,200 people sung the funky song they’d written just for him!

The Results:

Sir Richard Branson crowd-surfed to his own song! That’s what we call a great result. And as per the brief, what is normally a crazy mobbing at these meet-and-greets was personalised into a completely unique, fun and memorable experience for all involved.

“It was a beautiful song, a wonderful welcome, and it’s been a fantastic day!” Sir Richard Branson

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Sam McNeill

Sam McNeill
Creative Director

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