Chevrolet has revealed it is to partner with Myspace on a music initiative at this year’s SXSW festival in Austin, Texas, running from today (Thursday 14) until Saturday 16 March.
Over the three nights Myspace Secret Shows presented by Chevrolet will bring 10 eclectic musical performances to the country’s live music capital. As a premier SXSW sponsor, Chevrolet will feed attendees love of music by tapping into the recently rebuild music platform to offer fans a chance to see their favourite bands. The aim is to create memorable moments that promote the engagement with the car brand through a shared passion for music.
“Chevrolet prides itself on connecting with people by delivering meaningful experiences, and Myspace has launched an entirely new platform that is all about music, lifestyle, connecting, and experience,” said Chris Perry, US vice president, Chevrolet Marketing.
“This partnership continues Chevrolet’s tradition of embracing music as diverse as the millions of customers who buy our cars, trucks, and crossovers.”
Secret Show artists are encouraged to promote audience interaction by announcing their performances directly to their Myspace fans. The partnership will also see Chevrolet advertising across Specific Media’s digital network.
Christian Parkes, global vice president of marketing at Myspace, said of the deal: “Chevrolet shares our desire to offer something truly different, especially to younger millennials who expect engagement and are discerning enough to know when something is real. In partnering with Chevrolet, we’re going to deliver truly immersive experiences that engage on multiple levels.”