Beatport, a 10-year-old online music service brand known as the “home of electronic music,” reintroduced itself at a festival where music and technology collide—South by Southwest. With a focus on forging b-to-b connections, the brand, whose parent company SFX Entertainment is a leading producer of live events and media content, took over a property in Austin, dubbing it The Beatport House.
For three days (March 15-17), the site became a setting for music, live event and technology professionals to explore all elements of electronic music culture. Offering a series of panel discussions, meetings and live dj performances, the endeavor served as Beatport’s first stand-alone sponsorship activation at SXSW.
In addition to educating attendees on how Beatport has evolved over the last decade, daily discussion topics included the potential for engaging youth culture and connecting brands to young audiences through music, how technology is changing the live music experience (through concepts such as RFID and cashless payments), and the role of electronic dance music in today’s music culture. The overarching theme of each dialogue? Millennials are at the core of American business.
The Beatport House was not all work and no play, however. An on-site food truck, adult beverages and an outdoor Ping-Pong table livened up the activation. In addition, attendees were invited to experience the power of electronic dance music themselves by jamming to the beats of a range of djs each evening.
“It was great to hear a lot of positive feedback,” says Tyler Jensen, director-communications at SFX Entertainment. [Attendees] really thought that we were trying to compete with Spotify—not the case. That’s exactly why we were there.” Agency: Track Marketing, New York City.