Smirnoff teams up with Mixmag for weekly music events

Smirnoff is continuing to appeal to music fans through a new partnership with Mixmag, which will see the two brands stage live events at the magazine's offices.

Live music will be performed at Mixmag's offices every Friday
Live music will be performed at Mixmag's offices every Friday

The new platform aims to promote the best DJ talent from around the world and will go by the name of The Lab. Sessions will be performed and live-streamed every Friday from Mixmag’s offices in London, LA and New York. 

The partnership, which is reportedly worth 'up to seven figures', will build on the Smirnoff Sound Collective, an initiative the brand launched last year in order the bring fans and artists closer together, and provide a platform for new music talent.

Matt Bruhn, global brand director, Smirnoff, said: "We want to grow the exposure of the artists in our collective and break down the barriers to bring new artists, music and content to fans all over the world.

"Smirnoff wants to invest in and support the talent of tomorrow by building long-term partnerships with authentic and credible partners like Mixmag. Our shared belief that music is the ultimate tool for bringing people together makes this a very exciting collaboration." 

Jerry Perkins, Mixmag Media’s chief executive, said the partnership completes the magazine’s journey from a print title into an "international curator brand". 

"The partnership with Smirnoff will help share The Lab and this message across the world, all made possible because the brands are so well aligned," he said. "When the right marketing team and the right media combine at the right time, co-creating content can be an exciting and powerful force for good in our industry."

Smirnoff partnered announced a partnership with Live Nation in March this year, and debuted its Smirnoff House experience at Creamfields in August.

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