Coldplay to perform two exclusive Sydney gigs in branded entertainment deal backed by Huawei, EMI, 2DayFM and Sunrise
Sunrise & Huawei Ascend present Coldplay Live
In what could prove to be one of the biggest branded entertainment deals of the year in Australia, mobile phone brand Huawei is backing two exclusive performances by Coldplay in Sydney next month.
The first of the gigs will see the British rock band perform at a secret location on Thursday 15 November, to be broadcast on Seven’s Sunrise. The event will also be streamed live on Huawei’s Facebook page.
The second gig, to take place later that day, sees radio network Southern Cross Austereo come into play, with Coldplay performing at “an intimate setting” to be broadcast on 2DayFM. As well as Huawei’s Facebook page, the gig will be streamed on 2DayFM’s website.
Fans can enter a competition to win tickets to either event via Huawei’s Facebook page. Winners will get a Huawei Ascend Smartphone to record event, which they can share through social media.
The tie-up, which was backed by Coldplay’s record label EMI Music, coincides with the Australian leg of the band’s Mylo Xyloto tour and the release of Coldplay Live 2012 on DVD, CD and Blu-Ray on November 16.
The two gigs are the only performances by the band outside of their tour.
EMI Music Australasia’s head of brand partnerships, Andie Tickner, called the tie-up “collaboration at its best.”
“Collectively, EMI, Huawei Ascend and our amazing media partners Sunrise & Southern Cross Austereo, have shared a single vision from the start; deliver the biggest band in the world to an audience of superfans,” she said. “This is truly a beautiful example of how music continues to play such an integral role for brands and fans and how this is only made possible by a collaborative partnership approach.”
Southern Cross Austereo’s chief content officer Guy Dobson said: “The coming together of 2DayFM, EMI, Sunrise and Huawei to bring Coldplay closer to Australian audiences with two secret live performances in intimate settings, plus across a multitude of radio, television and digital platforms, is a fine example of true integration from some incredibly savvy partners.”
Michael Pell, Sunrise, executive producer said: “Sunrise is the home of live music in Australia and to have the world’s biggest band on the country’s number one breakfast TV show is a perfect fit. They’re going to take over the show and it’s going to be a major music event to remember.”
Mark Treadwell, head of marketing, Huawei Devices added: “Huawei has a passion to change what’s possible and break down barriers giving everyday Australians access to the previously unattainable, be it the latest mobile technology through the Huawei Ascend range of smartphones, or in this case giving Coldplay fans unbelievable access to the band in a more up close and personal experience through these two exclusive events.”
Well, Huwaei needs all the positive press it can get. This is the Chinese tech firm banned in Australia and the US over concerns about spying and cyber attacks. If there’s enough concern about them from the Federal Government, would the likes of Sunrise etc really want to be hitching their wagon to this lot? Sounds dodgier than Coldplay’s last album for mine…
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Great collaboration. Bit disappointed the concert won’t be open for all but I guess that exclusivity also builds hype.
As for the ethics of hitching your wagon to a company because of concerns, errr, I’m concerned at people jumping at shadows. So what?
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Coldplay haven’t been considered serious musicians for a while. It’s things like this that take integrity out of the music industry and turns it into brand whoring human billboards.
Well done guys, have fun on planet Kardashian.
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“Sunrise is the home of live music in Australia”
pa’lease.
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But Seriously… take this at Face Value and you’ll see Both Sides. Its just a phone company using a ‘rock’ band to Testify its right to Dance into the Light. There’s no Going Back, and No Jacket Required.
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Hope everyone gets what they want out of it.
I’m happy for it to be a closed event because I’m still bitter and twisted about their terrible concerts the first time they were in Australia. Worst.
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Coldplay are a bit like Oasis. The first two albums were okay and then they got repetitive and cheesy (cr@p.) Throwing out ballad after ballad – drivel fodder for the masses.
Radiohead on the other hand have evolved as have the legendary Blur. Each album progresses and the quality of their music means that they do not need to partner up with the likes of 7.
Shame, I like Chris Martin, he is talented and a great guy. Coldplay could have been so much more. Instead they are definitely whores and real music fans can see through them.
Huawei – I wouldn’t go near that mob.
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@WD – ‘Chinese tech firm banned in Australia and the US over concerns about spying and cyber attacks’, seriously? They are not banned in Australia. You are way too loose with such a comment. It was decided by the federal government not to allow Huawei to participate in bidding for work in the NBN. The decision was based around the concern that Huawei could have a part ownership by the Chinese government and the Australian federal government decided this was of national concern.
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@ Charlie… read this then… as the opening line from the Australian Financial Review says “The federal government has BANNED Chinese technology giant Huawei from participating in multibillion- dollar tenders…” Not too sure what more you need…
http://www.afr.com/p/technolog.....F3BZdRD9mJ
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it’s amazing how quickly chinese whispers become ‘truth’
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Why are there so many people afraid for anything thats popular, or too mainstream. I love all their music, MX may not be my fave album, but hello its not complete crap! And its not nice to put us ‘masses’ people or whatever you call it in a box. I do not like many other big artists that or for the ‘masses’ or whatever. I have my own opinion on music and I only like music that I feel. Maybe you should just go to a coldplay concert, because thats one thing im sure about. They have never been so great and entertaining. But I guess you are afraid of that word too.
Why dont you stay away from any news item about them. I would never ever waste my time on an artist that i really dislike. Its so useless to do that. Why dont you focus on the things you love? Focus on positivity! Youre only hurting yourself. Let other enjoy what they want to enjoy and dont be so terrible hating, thats what reallu makes people unkind and not interesting.
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@Melani
I am not sure if you were referring to my comment? I have been to several Coldplay concerts. I own all of their albums. I wouldn’t comment so surely about a band if I hadn’t listened to them a fair bit. I know Coldplay’s music very well and I understand their talent – it is impressive.
Sadly they have chosen to blurt out the same old dross, when they could have really changed and experimented more with their music (like Radiohead and Blur have).
I am not knocking you, nor the masses. I certainly didn’t mean to, just staing the fact that Coldplay have sold out.
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