Singapore - When Burberry throws a party, you can bet your bottom dollar that it's going to be huge.

To launch its first in-house male fragrance - Brit Rhythm - the British fashion house hosted a series of gigs in celebration. These three live gigs weren't just any ordinary hipster affair - they would take place in three countries on different continents on three consecutive nights. Highly ambitious but Burberry pulled it off.

British band White Lies kicked off the festivities at Village Underground in London on October 16, 2013. The next night in New York city, the baton was passed to another British band, Peace as the White Lies were on a plane to the destination of Burberry's final gig - Singapore.

On October 18, 2013, invited guests swarmed to a warehouse at 28 Lorong Ampas - by day a bicycle shop Wheeler's Yard. Suki Waterhouse - British model and face of Brit Rhythm - had also flown into Singapore especially for the occasion.

These live gigs further cemented Burberry's relationship with British music and also technology. The digital-driven Brit Rhythm campaign aims to share the energy and adrenaline of live music to global audiences. Chief Creative Officer Christopher Bailey selected leading Instagram photographers to be on site to capture images from the various gigs. These Instagram images - with hashtag #ThisIsBrit - were shared with Instagram users worldwide so they too could be part of the action.

The White Lies performed at 28 Lorong Ampas as part of the Burberry Brit Rhythm launch.

For more on Burberry Brit Rhythm, go to sg.burberry.com/store/beauty-fragrance/brit-rhythm.

You can follow the brand on Facebook at https://www.facebook.com/burberry, on Twitter at http://www.twitter.com/burberry and on YouTube at http://www.youtube.com/burberry.

Photos: Burberry, Instagram

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