Samsung has partnered with London R&B artist Mabel to made history with the world’s first vertical gig to mark the launch of the new Samsung KX space.

With the global smartphone revolution showing no signs of slowing down anytime soon, the devices have been a direct influence on how the masses produce and consume photo and video content and this includes the growing trend for vertical music videos. With research showing that 94% of phone users capture content vertically and 79% find vertical content the most interesting, Samsung’s latest endeavour has seen them build a futuristic, stacked stage in the new Samsung KX space, where the groundbreaking event took place.

Mabel said: “London will always be close to my heart as I’ve made so much music here and I’m honoured and excited to headline the world’s first vertical gig at Samsung KX. This type of forward-thinking performance paves the way for more innovation within the city’s live music scene.”

Mabel performed to crowds of 2,000 across Coal Drops Yard to celebrate the new Samsung inspiration hub officially opening its’ doors. Watch the video below to see this new concept for performance, videography and content sharing alike.

Tanya Weller, director of Samsung Showcase, KX, said: “We are so excited to bring the world’s first vertical gig to London. This experience was designed to give guests the ultimate performance at Samsung KX – a moment that’s tailored to how they like to capture and view photos and videos on their smartphone. Samsung KX is committed to bringing innovation and culture to the capital and first-of-its-kind experiences like the vertical gig are just the beginning.