Pandora Moves Into Custom Events With Launch Of ‘Sunset Sessions’ Down Under

Pandora Moves Into Custom Events With Launch Of ‘Sunset Sessions’ Down Under
SHARE
THIS



Music streaming player Pandora has launched its first custom client event in Sydney, with award-winning German folk outfit Milky Chance performing for 200 Pandora listeners at the exclusive event sponsored by Set for Life.

The ‘Sunset Sessions’ event, held in May, was the first in an ongoing series that Pandora will host this year in conjunction with Universal Music Australia. The partnership will see Pandora use its audience data to unearth trending artists who appeal to Millennial listeners, while also providing advertisers with a unique sponsorship experience.

Milky Chance (Pandora event)

Milky Chance performing at the Sunset Sessions event.

Pandora’s sales director for Queensland and NSW, Fiona Roberts, said Sunset Sessions give advertising partners the opportunity to engage with the difficult-to-reach Millennial audience through their passion point of music in an exclusive and intimate environment.

“Music is an incredibly powerful mechanic to deliver meaningful engagement with a highly influential audience, and our first event was a roaring success,” she said.

Roddy Campbell, managing director of new business at Universal Music Australia, said: “We loved working with Pandora, The Lott, our production agency, BRING, and of course, Milky Chance, to create a memorable experience for fans.

“The Sunset Sessions caters perfectly to what the Millennial audience is looking for and should provide a great vehicle for sponsors wanting to make a lasting impression.”

Kirsten Read, brand portfolio manager at The Lott, said: “This style of event was a perfect way for us to engage with a younger audience in a ‘money can’t buy’ experience.

“The audience was thrilled to get the chance to see Milky Chance in such an intimate environment. In the first event of its type for Set for Life, it has exceeded our expectations and is a clever way to use the power of Pandora’s audience data to reach the right people.”

Pandora launched a number of owned live events across 2016, with seven Pandora Sessions showcasing Australian talent including Urthboy and The Jezabels, and the inaugural Pandora Warehouse in October headlined by Seth Sentry and sponsored by Holden.

Furthermore, Pandora partnered with Rolling Stone Australia to launch Rolling Stone Radio in April and created the launch event for 200 VIP guests with an exclusive performance from award-winning Vintage Trouble.

Vintage Trouble (Pandora event)

Vintage Trouble pose for a photo at the event.

Pandora has also launched custom events in New Zealand, partnering with FCB Media and L’Oréal to launch its new hair colouring product, Colorista, with an exclusive performance from up and coming Kiwi artists SACHI.

Pandora L'Oreal NZ event

Pandora will host Sunset Sessions across Sydney, Melbourne and Brisbane throughout the year, working with Universal Music to access its hottest newcomer artists.

 

Please login with linkedin to comment

Latest News

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House
  • Media

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House

A growing number of marketers are taking back control of their digital marketing campaigns as more cases of fraudulent and waste in programmatic spending emerge across the world. Mr Jay Shah, CEO of artificial intelligence group, OpenDNA, marketers were taking back control of critically important processes like customer targeting, as many digital and programmatic advertising, […]

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland
  • Campaigns

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland

With an Ashes summer rapidly approaching, Cricket Australia has put out a rallying cry to fans around the country to get behind our Australian women’s and men’s cricket teams under the banner #BeatEngland. The #BeatEngland campaign is built upon a simple truth – nothing brings Australia together like the prospect of seeing our cricketers beat […]

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]