Five memorable branded music experiences

While festival season is in full force, a number of brands have opted to deliver music experiences outside of the key festival dates, proving they can be just as effective.

Westfield's music cube experience will return in 2015
Westfield's music cube experience will return in 2015

Music Cube at Westfield

Westfield hosted Music Cube events at its London and Stratford locations in October and November of last year, in a bid to promote its Westfield Presents music platform.

The events saw up-and-coming artists deliver 30-minute performances in a giant LED soundproof glass cube. There was a VIP dance floor area for the audience, who could listen to the performances via Sennheiser headphones and ‘feel’ the music through a sensory vibrating floor system.

The shopping centre brand is bringing its Music Cube experience back to Westfield Stratford in August this year and Westfield London in November.

Barcardi’s Rudimental gig

Bacardi secured Rudimental and Bipolar Sunshine for a collaborative performance at London venue The Vaults in July 2013. The artists wrote, recorded and released an original track, coined Distance (Bacardi Beginnings) just 24-hours before the gig.

The event formed part of the rum brand’s music mentoring programme Bacardi Beginnings, which saw emerging artists mentored by their established peers. 

Starwood Hotels & Resorts and Sofar Sounds

Starwood Hotels & Resorts hosted a series of secret music gigs in partnership with Sofar Sounds at its new hotel, Aloft Liverpool to celebrate the premises’ official opening on 27 November, 2014.

A number of secret artists performed at various times and locations throughout the day, and their identities were revealed once guests entered each room. 

Marriot, Universal and Ellie Goulding

Late last month Marriott International and Universal Music Group (UMG) hosted their first #WithTheBand concert with an exclusive performance by Ellie Goulding at London’s St. Pancras Renaissance Hotel.

The gig celebrated the launch of the companies’ global marketing partnership, which will see them deliver a series of music events across five different continents.

The partnership also encompasses a branded video series, social media content, music downloads and ticket offers. 

Red Bull’s Music Academy tour

Energy drink brand Red Bull brought its Music Academy mini-festival activation to Glasgow, Bristol, London and Manchester in March and April this year.

Each of the festivals was comprised of club nights, shows, lectures, workshops, daytime parties and live radio broadcasts, which were tailored to the cultural heritage of each destination.

The likes of A$AP Rocky, Seth Troxler and Danny Brown hosted lectures, meanwhile DJ Julio Bashmore delivered a workshop in London.

More: Five of the best summer festival activations

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @brea__carter

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs

Venue Search

close this