Since Spotify launched AUX Live Experiences for U.S. advertisers earlier this year, brands like FanDuel and Samsung have tapped into our offering to build cultural relevance, connect with their audiences in real life, and cultivate fresh fandoms.
On Wednesday, we expanded our live-events offering to the U.K., with Budweiser as our first partner. Together, we hosted a special Music Depot experience at Manchester's iconic Diecast venue, a former metalworks factory. The evening brought together more than 500 fans for an exclusive, high-energy celebration of live music and culture.
Spotify is committed to deepening the connections between artists, brands, and fans. With AUX Live Experiences, we've seen that our branded live events are cultural moments that get people talking and deliver results for advertisers, said Ed Couchman, Head of U.K. & Northern Europe Sales at Spotify. We were excited to bring our AUX Live Experience with Budweiser to life in Manchester, offering local music fans an unforgettable experience.
Hailing from Stockport, Greater Manchester, Blossoms headlined the event, bringing their signature indie rock to a hometown crowd. The band was supported by indie-pop duo Good Neighbours, and DJs Rowena Alice, Chaise, and Tinea Taylor spun sets throughout the evening.
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But the event was more than just a concert-it was a fully immersive experience. Upon arrival, guests slipped through a backdoor-style entrance, where they were greeted with ice-cold Budweisers. Inside, striking installations and a vibrant photo wall offered prime selfie opportunities, while flyposted walls added an interactive element.
A street-food-style menu featured Budweiser-inspired add-ons, and at the bar, guests could print custom messages or Spotify codes linking to the performing artists directly onto the foam of their pints. At the dedicated merch station, fans could personalize their items to create unique souvenirs.
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In one corner of the sprawling venue, a micro tattoo studio offered the ultimate backstage area for hanging out. Guests could get permanent or temporary ink from local tattoo artists Debut Studios, who also created a custom T-shirt design as part of the merch offerings.
Music has always been a part of Budweiser's DNA, said Jessica McGeorge, Global Brands Director Europe at AB InBev at Budweiser U.K. From iconic moments in music history to our long-standing support of artists and live performances, we've always believed in the power of music to unite and inspire. Partnering with Spotify allowed us to take this commitment even further, providing fans a chance to experience their favorite artists live while enjoying a smooth, refreshing Budweiser.
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Since Spotify launched AUX Live Experiences for U.S. advertisers earlier this year, brands like FanDuel and Samsung have tapped into our offering to build cultural relevance, connect with their audiences in real life, and cultivate fresh fandoms.
