Pandora moves into custom events with launch of ‘Sunset Sessions’

Music streaming service Pandora is moving into customised client events, following the launch of ‘Sunset Sessions’ in Australia.

The announcement:

Pandora, the go-to music source for fans and artists, has launched its first custom client event in Sydney, with award-winning German folk sensation Milky Chance performing for 200 Pandora listeners at the exclusive event sponsored by Set for Life.

The Sunset Sessions event, held in May, is the first in an ongoing series that Pandora will host this year in conjunction with Universal Music Australia.

In partnership with Universal Music Australia, Pandora will use its audience data to unearth hot trending artists who appeal to millennial listeners, while also providing advertisers with a unique sponsorship experience.

“Pandora’s Sunset Sessions give our 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,” Pandora Sales Director for Queensland and New South Wales, Fiona Roberts, said.

Kirsten Read, Brand Portfolio Manager from 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.”

Roddy Campbell, Managing Director, 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.”

Pandora is investing in building its live events offering to give listeners access to the music they love through live events, and provide advertisers with a platform to create emotional connections with this audience through engaging musical experiences.

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.

Pandora’s event offering continues to evolve with 2017 focus moving into custom events for advertisers and partners. 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.

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

Source: Third Avenue Consulting


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