To celebrate the launch of its digital radio streaming service, Milk Music, Samsung Electronics Australia has commissioned the return of music program Live at the Chapel, following a three-year hiatus.
In an intimate live music experience, Sydney duo Angus & Julia Stone will bring their distinctive sounds to the transcendence of the Chapel.
Angus & Julia Stone follow in the footsteps of some of the world’s biggest stars that have performed at the Chapel including Coldplay, Lady Gaga, Foo Fighters and Temper Trap.
Available for download on compatible Samsung devices, Milk puts a fresh spin on music, offering an effortless way for fans to enjoy the music they love and discover new hits using an intuitive user interface, based around a dial. It also allows users to select a streaming experience based on genre preferences, with over 150 genre-based and curated stations.
The return of Live at the Chapel represents the first collaboration between Authentic Entertainment’s newly-formed partnership with music brand consultancy FRUKT Australia. FRUKT Australia drove the partnership and strategic direction of the project with Samsung, while music activation experts Authentic Entertainment owns the Live at the Chapel brand and property and will take overall responsibility for the event.
Starcom’s content activation division Liquid Thread will manage a consumer activation featuring Milk at Live at the Chapel, while Starcom has overseen the media strategy to support the activity.
Arno Lenior, chief marketing officer at Samsung, commented: “Samsung wanted to find a suitable platform to launch Milk in this country, something which is synonymous with music for Australians. With its reputation as the standard for pure music expression, Live at the Chapel fits the bill perfectly. We are also thrilled to have celebrated Australian artists Angus & Julia Stone to help us create such a memorable launch for Milk in Australia.”
Greg Tremain, head of brand partnerships at Authentic Entertainment is similarly thrilled by the collaboration, saying: “To bring the Chapel back for the launch of such a major music platform is something quite special. Live at the Chapel has carved out a well-earned reputation for producing compelling live music performances and has gained the respect of music fans, the industry and artists alike. With Authentic’s massive multi-media content distribution platform, the property offers significant exposure for brands wanting to connect with Australians through music.”
Wylie Fowler, acting general manager, for FRUKT Australia added: “Scale, authenticity and credibility were critical elements of Samsung’s brief to launch Milk. Reviving Live at The Chapel demonstrates Samsung’s understanding of Australian music fans; it’s a widely-loved and missed Australian music icon. We know this event will help to launch Milk with the impact Samsung is looking for.”
The event, billed as Milk Live at the Chapel, will take place on March 16, 2015, in the unique surrounds of St Stephen’s Church in Newtown, Sydney.
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