SCA and Soundcloud partner on live music event

Southern Cross Austereo and Soundcloud have teamed up on the first event since announcing a partnership in 2019.

The announcement:

SCA & SoundCloud Partner With Monkey Shoulder For Made For Mixing Campaign and Live Music Event

Southern Cross Austereo (SCA) and SoundCloud today announced a partnership with world-leading blended malt whiskey brand Monkey Shoulder for its Made For Mixing campaign. The live event marks the first custom collaboration as part of the SCA and SoundCloud’s partnership, which kicked off in 2019.

The amplification features custom digital content through SoundCloud’s unique promoted tracks experience, as well as SoundCloud’s first-party data to target the core 18+ audience, the campaign brings together brands with today’s trending artists to fuel music discovery for passionate music fans.

The campaign culminates with an invite-only gig with Australian electronic musician and producer Alice Ivy on February 26 at a secret location. The Australian-first event will also have Monkey Shoulder debut its Made For Mixing cocktail truck in Australia. The truck, featuring the world’s biggest cocktail mixer, will be filled with a special whisky cocktail and brought to the Sydney gig.

SCA Head of Digital Commercial, Jonathan Mandel said: “SoundCloud listeners are incredibly loyal and passionate music fans steered towards discovering new music. We couldn’t be more excited to bring the SoundCloud brand of music discovery to life. We’re thrilled to partner with Monkey Shoulder for this activation and can’t wait to see both the Monkey Mixer truck and Alice Ivy live in action.

SoundCloud’s Head of Global Partnerships, Mike Antonecchia said: “Our partnership with Monkey Shoulder is a great example of how SCA and SoundCloud are the best match for bringing brands unique ways to reach passionate music fans who are driving music culture forward.

“We can’t wait to see this campaign come to life, and to offer even more opportunities for brands and creators to work together to bring music discovery experiences for audiences across Australia.”

Monkey Shoulder Brand Ambassador, Mikey Lowe, said: “We’re excited to bring the fun back to cocktails in a big way, with the debut of The Monkey Mixer. Drawing inspiration from a cement truck’s design, the traditional cocktail shaker has been upgraded and transformed into the ultimate cocktail machine and stage for Alice Ivy.

This will be a springboard for a lot of activity for Monkey Shoulder this year so watch this space to hear more.”

Visit www.madeformixing.com.au for more information, and to submit entries for the chance to receive an invite. Note entrants must be 18 years of age or older.

Source: SCA media release


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