Music streaming site Pandora will host one of its internationally renowned events, Pandora Warehouse, for the first time in Australia on October 8th, with Holden as a major partner.
Pandora Warehouse will see 1,000 lucky Pandora listeners get the chance to attend the exclusive event at an iconic top-secret location in Sydney. The chance to secure limited tickets for the not-to-be-missed event of the year will be announced August 29th.
The Warehouse event signals Pandora’s move into the event and experiential space in the Australian market, offering a unique experience for listeners and brands. Pandora uses its active listener data to unearth new artists, giving listeners the opportunity to be a part of what will be the next big thing in music.
The partnership with Holden for the first Warehouse event provides the car brand with the opportunity to engage and interact with the young adult market through a unique, on-the-ground activation to enhance the festival goers’ event experience.
Pandora commercial director Chris Freel said: “Australians are in love with Pandora and now is the perfect time to progress the brand into the live event space. Our listeners have a hunger for live experiences and Pandora Warehouse will bring them a unique and mind blowing mini festival. It also offers brands the opportunity to form deep connections with the young adult market and be associated with the discovery of new and exciting music artists. We are thrilled to partner with Holden and its agency Carat to further enhance the event experience.”
Commenting on its partnership, Holden senior manager – media and brand partnerships Paul Balbo said: “As Holden works to transform its brand, we are continually looking to engage with new audiences in a more innovative and creative way. By partnering with Pandora’s first Australian Warehouse event, we are able to resonate with young Australian consumers via their passion for the music industry and give them an opportunity to experience the power of Pandora through a live event experience.”
Natalie Kean, head of Carat’s specialist integration team, Carat Connect, said: “Music alignment should be more than just association and it is incredibly exciting that Holden is creating a class leading-partnership with Pandora via the Warehouse event.”
With more than 80 live events each year in the US, Pandora is now bringing its party-throwing expertise to one of the world’s most beautiful cities, Sydney. Pandora is famous for its events across the US, including the Pandora Discovery Den at SXSW (Austin), Pandora Holiday (NYC), and the legendary Summer Crush (LA), which is without a doubt Pandora’s biggest event.
Summer Crush, now in its third year, has seen the likes of Iggy Azalea, Jason Derulo and Steve Aoki headline, with Fergie and 5 Seconds of Summer wowing crowds this year.