The campaign began with the launch of public voting for the awards.

The NME Awards 2016 boasted 800, 000 total votes, 279 million social impressions, and 1.5 million global viewers of the ceremony.

The brand aims to increase the event's footprint in 2017.

 

Managing director of NME, Romano Sidoli, said: “The NME Awards is not only the flagship event in the NME calendar, it’s also the coolest and most rock'n'roll awards do of the year. Partnering with VO5, the UK’s leading styling brand, gives us the opportunity to deliver on our ambitions to drive an even bigger audience to the awards.

“NME is unique in the way it engages with its young audience across print, digital and events, and through partnerships like this one we are able to bring our audience and brand partners together in an authentic and credible environment. The VO5 NME Awards 2017 promises to be our biggest and best yet and I can't wait for it to kick off.”

As part of their sponsorship, VO5 will takeover popular NME style and discovery franchises, style guides, video, and experiences through the awards season.

VO5 will also sponsor the Best International Female and Best International Male awards on the night.

Marketing manager at VO5, Lauren Brooking, said: “With music at the heart of our brand we are hugely excited to be part of this iconic music event. The 2017 NME awards will see music and style come together to create a memorable experience – and we look forward to inspiring our audiences to have fun and play with their own style.”