Pandora launches ongoing event series in partnership with UMA

Australian millennial listeners (and advertisers) are the key focus of Pandora’s latest music series.

The ‘Sunset Sessions’ event series launched in May with a gig by Milky Chance in front of 200 Pandora users, and will continue through this year, with events planned for Brisbane, Sydney and Melbourne.

The series is a partnership between Universal Music Australia, who will provide the musical talent, and Pandora, who, in the words of the presser: “will use its audience data to unearth hot trending artists who appeal to millennial listeners, while also providing advertisers with a unique sponsorship experience.”

This “unique sponsorship experience” is an interesting potential income stream for both UMA and Pandora, and will be interesting to watch.

Pandora have been successfully moving into the live music/sponsorship sphere of late, with a run of seven events last year featuring the likes of Urthboy and The Jezabels.

“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”, says Fiona Roberts, Pandora’s Sales Director for QLD and NSW. “Music is an incredibly powerful mechanic to deliver meaningful engagement with a highly influential audience and our first event was a roaring success,”

This article originally appeared on The Industry Observer, which is now part of The Music Network.