Pandora, Universal extend Sunset Sessions brand partnership

Pandora and Universal Music Australia will continue to host the Sunset Sessions through 2017 in Sydney, Melbourne and Brisbane.

These allow the service to provide listeners with money-can’t-buy live music experience and give advertisers the chance to reach the coveted millennial audience.

The first of these was held last month in Sydney, with German folk act Milky Chance performing for 200 Pandora listeners at the exclusive event sponsored by Set for Life.

Pandora will use its audience data to unearth trending Universal Music artists who appeal to experience-hungry millennial listeners.

In addition, says Pandora Sales Director for Qld and NSW, Fiona Roberts, “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.”

Roddy Campbell, Managing Director of New Business at Universal Music Australia, said: “We loved working with Pandora, The Lott, our production agency, BRING, and of course, Milky Chance, to create a memorable experience for fans.

“The Sunset Sessions caters perfectly to what the millennial audience is looking for and should provide a great vehicle for sponsors wanting to make a lasting impression.”

Last year there were seven Sunset Sessions, as well as the inaugural Pandora Warehouse in October to 1000 listeners, featuring acts including Urthboy, The Jezebels, Ecca Vandal and Seth Sentry and with Holden as partner.

In April, Pandora and Rolling Stone Australia launched Rolling Stone Radio at an event where US R&B band Vintage Trouble performed.

Last month, Pandora and New Zealand also launched custom events in New Zealand.

They partnered with FCB Media and L’Oréal to launch its new hair colouring product, Colorista, with a performance from up and coming NZ electro duo SACHI. The two 18-year-olds from Auckland are signed to Universal Music NZ and have a high profile social media presence.

The event at Auckland’s Orange Coronation Hall was attended by 100 social media influencers and 100 Pandora listeners. They were treated to hair styling, manicures and a fashion show by a local designer.