Holden backs first Australian Pandora event

Rachael Micallef
By Rachael Micallef | 22 August 2016

Holden has signed on as the launch partner of Pandora's first branded music event in Australia.

Pandora Warehouse will take place on 8 October and a 1000 fans will get the chance to attend the exclusive event.

Pandora is no stranger to curated experiences, but this is the first time it has ventured into the experiential space in Australia. In the US it has more than 80 events each year including the Pandora Discovery Den at SXSW, Pandora Holiday in New York City and Summer Crush in LA.

Pandora commercial director Chris Freel says now is the right time for the brand to progress into the live event space in the Australian market too.

“Our listeners have a hunger for live experiences and Pandora Warehouse will bring them a unique and mind blowing mini festival,” Freel says.

“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 senior manager of media and brand partnerships Paul Balbo says the deal provides the car brand with the opportunity to engage with the young adult market.

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

It also comes as Pandora looks to improve its service offering. CEO Tim Westergen told AdNews earlier this year that he sees the path ahead for Pandora as a more “end-to-end” solution for music consumers and makers alike.

That means the introduction of a on demand streaming function for the platform putting in more in line with rival music player Spotify. Pandora confirmed that the on-demand service will launch in the US next month.

Just last week in Australia Pandora launched a white-labelled radio product for Woolworths.

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