Branded events have chosen to look back on how the brand has embraced the music medium to deliver their message. Red Bull teamed up with artists such as Hudson Mohawke in September, to celebrate the launching of London night tubes and the vibrant youth culture in the capital. The brand hosts a total of three music-focused events, where important details such as timings and locations are released 24 hours before each event.
In branded events this O2 enlisted the US rock band Thirty Seconds to Mars to appear on the roof of its namesake, The O2 back in 2013. Designed to celebrate the first anniversary of Up at The O2, the event saw the band, fronted by actor Jared Leto, Giving an acoustic set consisting of some of their best songs. Coors Light set up ice bars in London and Manchester in late 2014 and early last year, which appeared in cities for seven nights each. They both held a show with the British band Rudimental, as well as a live set with ranks of top DJs. This activity is aimed at the target audience of brands aged 18-34 years.
Branded events must social media engagement like Samsung chose to showcase its new Galaxy S7 technology capabilities in collaboration with Years & Years bands, delivering virtual reality (VR) performance in February. Participants can use the Samsung Gear VR to feel the show in other realms, while those who download Samsung Galaxy S7 presents Year & Year in Gear VR app and mounted on Samsung Gear VR headset can watch the show from the comfort of their own home. Jagermeister appropriately named Jagerhaus, created by Frukt agents, stopped at a music festival all over the UK last summer. This space organizes a variety of musical acts that arise, ranging from solo artists to DJs and bands. It also features an entrance tunnel complete with a drink-inspired sensory fog, and a series of pop-up bars located around the room.