American DJ and producer MK caused a major stir in Liverpool on Friday evening, drawing a large crowd to the Baltic Triangle for a surprise pop-up gig. The location, BOXPARK, was revealed to fans via text message just 15 minutes before the performance was scheduled to begin, creating a last-minute rush to the venue.
The event was organised as a unique release party for his new single, "Come Find Me." Hundreds of fans who had pre-saved the track received the exclusive location details, resulting in long queues forming rapidly outside the popular venue.
Key Takeaways
- House music star MK held a secret, free pop-up gig at BOXPARK in Liverpool's Baltic Triangle.
- The location was sent to fans via text message at 5:45 PM, only 15 minutes before the set.
- The event was a promotional launch for his new single, titled "Come Find Me."
- Hundreds of fans gathered, forming extensive queues for the 18+ event.
The 'Come Find Me' Campaign
The surprise performance was the culmination of a social media campaign that began several days prior. MK, whose real name is Marc Kinchen, used his Instagram account, which has over 337,000 followers, to post cryptic messages with the hashtag and phrase "Come Find Me."
This strategy built significant anticipation among his fanbase. To receive the location, fans were directed to pre-save his upcoming single. Those who did were promised exclusive information about the secret event.
On Friday, September 26, the plan came to fruition. At precisely 5:45 PM, a text message was sent to everyone who had pre-saved the track, revealing BOXPARK as the secret venue. This gave attendees a mere 15-minute window to travel to the location, ensuring a spontaneous and energetic atmosphere.
Who is MK?
Marc Kinchen, known professionally as MK, is an American DJ, record producer, and remixer. He is a prominent figure in the house music scene, known for a string of international hits including "17," "Piece of Me," and "Chemical." He has also produced popular remixes of tracks like "My Head is a Jungle" and collaborated on the hit "Rhyme Dust."
A Rush to the Baltic Triangle
Following the 5:45 PM announcement, fans quickly descended on the Baltic Triangle. Eyewitnesses reported long queues forming almost immediately along the street outside BOXPARK, a well-known food, drink, and entertainment venue in the city's creative district.
Admission to the event was free of charge, but access was strictly limited to individuals aged 18 and over. Organisers also sent a reminder to attendees, asking them to "please be on your best behaviour and respect the local community," ensuring the pop-up event proceeded smoothly and safely.
The choice of a secret gig is a promotional tactic that leverages exclusivity and social media buzz. By creating a sense of urgency and a "fear of missing out," artists can generate significant organic promotion and create a memorable experience for their most dedicated supporters.
By the Numbers: The Surprise Gig
- 15 Minutes: The amount of notice fans had to get to the venue after the location was revealed.
- 337,000: The number of followers on MK's Instagram account, which he used to tease the event.
- 18+: The age restriction for entry into the free performance at BOXPARK.
Building Anticipation Across the UK
The Liverpool performance was not a complete surprise to those following the DJ's movements closely. Earlier in the day, MK had been dropping hints about his destination. During an appearance on BBC Radio 1’s Breakfast Show, he told host Greg James, "I’m off to Liverpool," which immediately sparked speculation among fans in the city.
He also shared updates on his social media channels, including a post showing he was flying to the city with the airline Jet2. These clues, combined with the ongoing "Come Find Me" campaign, confirmed that Liverpool was the target for his surprise release party.
"I’m off to Liverpool."
- MK speaking on BBC Radio 1
This method of building hype is increasingly common among major artists. It engages fans directly, making them part of the promotional journey rather than passive consumers. The interactive element of having to "find" the artist adds a layer of excitement that traditional concert announcements lack.
MK's Strong Connection with Liverpool
This event marks another significant performance for MK in Liverpool, a city known for its passionate music scene. His last major appearance was in November 2024, when he performed at the Blackstone Street Warehouse.
That show was a collaboration with the renowned local events organisation, Circus, which has been a cornerstone of Liverpool's electronic music culture for years. His return for this unique, intimate pop-up gig further strengthens his connection with his Merseyside fanbase.
The choice of the Baltic Triangle, a hub for creativity, music, and independent venues, was also fitting. The area is synonymous with Liverpool's modern cultural identity, making it an ideal backdrop for a forward-thinking promotional event like a secret gig.