Pandora brings events division to Australia

Music streaming service Pandora is continuing to flex its muscle in the Australian market, bringing its events down under for the first time and locking in a major sponsor.

Pandora WarehouseHolden will partner the music streaming specialist in launching Pandora Warehouse which will be held in Sydney with 1,000 Pandora listeners invited.

The streaming company runs more than 80 live events each year in the US, and the move signals its first expansion into the space in the Australian market.

Pandora has become more aggressive in recent months, lining up a deal with Woolworths two weeks ago to create a dedicated curated radio stream for the retailer.

Pandora’s commercial director, Chris Freel, said the timing was right to launch events and experiences for Australians.

In the US popular events include the Pandora Discovery Den at SXSW, Pandora Holiday in New York and the Summer Crash in Los Angeles.

“Now is the perfect time to progress the brand into the live event space,” Freel said.

“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.”

Holden has launched an aggressive marketing assault in recent months as the car maker prepares to shut down its local manufacturing operations in Australia next year.

Senior manager, media and brand partnerships, Paul Balbo, said the brand was seeking new platforms.

“As Holden works to transform its brand, we are continually looking to engage with new audiences in a more innovative and creative way,” Balbo said.

“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.”

Earlier this year Pandora took a large chunk of its budget to sponsor The Voice on Nine, with marketing director Nicole McInnes leaving to join Eharmony.


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