On Aug. 9, Pandora took over part of the Santa Monica Pier for a show by Magic!, Rita Ora and Iggy Azalea. The brand offered free admission exclusively to fans they knew were interested in those acts. In between introducing the performers, Tommy Page, vp-artist and brand partnerships at Pandora, told EM that the shows, which are produced in-house, not only build fan affinity, but also strengthen all-important relationships with artists and create opportunities for advertisers to activate in a live setting.
Timed to coincide with back-to-school marketing efforts, the show was aimed at teens and college students, and five brands carved out some space of their own. Here’s a photo tour of the event. Check out the full report here.