Live Experiences is for when a brand wants to be part of something that is already happening: an event, a property, an artist or a moment in time. Festival integrations, sampling, event hijacking. And when there is nothing to join, we build the event from scratch.
89% of fans say a brand feels more authentic when it shows up at live music. We put brands inside the room, handle the talent, the venue, the approvals and the production, then turn one night into weeks of reach through our media network.
From headline stages to secret sets. We build the partnership with the promoter, put the brand on site and around the artists, and carry it through Mixmag ANZ, Whatslively pushes to the fans of the acts on the bill, and the LINES network, the platforms young Australia checks before going out.
Trial where the audience is. For UP&GO we put 1,000 product samples into runners' hands in under 20 minutes, at a 500+ person sunrise run soundtracked by a live KLP set. For Liquid I.V. we took over the pub 4.5km into the City2Surf course and sent teams in branded backpacks after the runners: about 12,000 sticks in a day.
Someone else's moment, your brand in the middle of it. Liquid I.V. could not sponsor City2Surf, so we owned the afterparty instead. TAB became the place to watch the World Cup without a broadcast deal. McWings launched with stunt lines on ordinary street corners in three cities at once, viral within the hour. And the Kirin Hyoketsu Night Rider, a fully wrapped Tokyo Drift car with a sound system to envy a club, toured the country's busiest venues on the nights they were busiest. 2.19M organic views later, the country knew the name.
When there is nothing to attach to, we build it. Tinder Thursdays turned ten Thursday nights across Sydney venues into a dating series with a 1,500-capacity finale that sold out in a week. Scape's free pop-up with Ben Gerrans in Bondi filled in an hour. Maple Social Club, Sydney's free-entry daytime series, averages 800 people an event and gives a brand a crowd that is already built.
- An event A race, a tournament, a launch day. We find the piece of it nobody has sold yet: the afterparty, the queue, the pub with the best view.
- A property Your venues, your residents, your members. We bring the artist and the crowd to them, and film it.
- An artist Talent access across the majors and independents, plus the promoters who run the tours. The brand arrives with the artist, not after them.
- A moment in time A World Cup, a heatwave, New Year's Eve, a sunrise. We build the thing people do in that moment and put the brand inside it.
- None of the above Then we start from a blank page with the Ideas Lab and build the event the audience did not know it wanted.
- Kirin Hyoketsu Kirin Hyoketsu Night Rider2.19M organic views
- Liquid I.V. Liquid I.V. x City2Surf1.28M impressions
- UP&GO UP&GO Post Run Refuel1.1M social impressions
- McDonald's McWings Launch Stunt1.7M+ total reach
- Tinder Tinder Thursdays5M+ organic views
- Scape Scape x LINES Ben Gerrans Pop Up1.07M social impressions
- Coca-Cola Coke Studio, Around U1.9M total impressions
Brands that enhance live experiences earn consumer loyalty
Source: Momentum World Wide survey, 2026.
Want your brand in the room, not in the ad break?