Kopparberg has collaborated with both live music streaming service Spotify and the world’s largest online music catalogue Last.fm to create the Kopparberg Festival Player App.
This joint cider and music brand initiative, devised by media and buying agency Arena Media, is the first time these two music services, both of which are at the forefront of the contemporary music platform revolution, have teamed up.
The app, which is accessed via Kopparberg’s UK Facebook page, blends Last.fm’s intuitive listening data with Spotify’s live streaming to create a fresh and consumer-friendly playlist generator for the UK’s summer music festival scene.
To create a 10-track playlist, users simply log in to the Facebook page, select a festival, followed by using a ‘guitar pick’ interface to select the three artists playing that festival in whom they are most interested in.
They then have the choice of building a playlist either based only on artists at that festival, or creating a song list based on artists similar to the three they have picked regardless of which festival they are playing at this year.
Playlists can then be dragged into Spotify, or the festival’s own radio station can be opened via Last.fm
The app’s objective is also to enable users to explore new music by artist, or by browsing other users’ festival playlists, as well as being able to work out which festivals are being most talked about (something worked out by which are the most ‘scrobbled’ festival artists, which have the most Last.fm attendees and which have the most playlists created through the Kopparberg app.
‘Kopparberg is proud to bring this innovative app to festival and music lovers – using Spotify’s fantastic content and Last.fm’s music discovery service means this is a totally unique app,’ says Kopparberg Head of Marketing, Rob Calder. ‘The partnership elevates our continued support of new music and festivals allowing us to shine a spotlight on the talent of 2012 and give something back to our 110,000 Facebook fans.’
Comment:
This neat music app, one of several recent collaborations between a festival sponsor brand and an online music entities, looks set to help music lovers and festival fans get to know new bands and fresh music that suits their own personal tastes.
It will certainly back up and enhance Kopparberg’s sponsorship or pouring rights presence at 15 or more UK festivals in 2012. These range from sponsored stages at Field Day, Apple Cart and Rockness, to Streetfest and the Lomond Folk festival.
It also connects the brand with a wide range of music lovers with very different tastes – something that sponsoring a single festival can fail to achieve.
Kopparberg’s UK MD Davin Nugent claims that its marketing activity, much of which is based around the summer festival scene and word of mouth rather than traditional above-the-line advertising, has led to a 65% sale increase in the last year.
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