SiriusXM Mixtape: North Launch Event
SCENARIO: At SiriusXM, we needed to build a cultural moment around the launch of Mixtape: North, our newest 24/7 Canadian Hip-Hop and R&B channel. Partnering with Live Nation, we wanted to showcase Canadian talent that you could listen to on this channel while also celebrating how Canada has birthed some of it's biggest stars across both genres.
TASK: Generate awareness of our new channel with a concert which Canadian R&B singer, songwriter and producer, PARTYNEXTDOOR. Performing his first live show in Toronto after seven years, his long-awaited return allowed us to attract diverse audiences and ensure a memorable experience that aligned with the channel's ethos.
Industry: Music & Entertainment
Personal Responsibilities: Partnership Management, Creative Asset Production, Experiential Management, Media Planning (OOH & Digital), Ticketing Fulfillment & Distribution, Video & Photography Coordination, Contest Fulfilment
Partners: Live Nation, HISTORY, OVO Sound, and Ticketmaster
Artists: PARTYNEXTDOOR, Drake, Roy Woods, Savannah Re, Boi-1da, Lavish, Smiley, Majid Jordan, DVSN, and BAKANOTNICE
Programming Hosts: DJ Frank Vinatra and DJ Mastermind
Experiential Agency: XMC
PR Agency: ZENO Group
Additional Credits: Susan Simpson, Vanessa Neshevich, Kayla Schwartz, Jennifer Charlebois, Nicole Iantorno, Jean-Philippe Lavoie, Amelia Cai, Aaron Gaouette, Kevin Melhuish, Courtney Rosa, Lauren Georgopoulos, Jessica McLean, Milos Savic
APPROACH
TO MAKE History
By examining our listenership across Toronto, we understood what local Hip-Hop and R&B enthusiasts would be looking for when producing this cultural moment. We curated a lineup that resonated with our target audience, blending established names with emerging talent to speak to the nation’s legacy in music.
We built anticipation and drove ticket registrations through a mix of social media promotions, digital advertising campaigns, press coverage, subscriber contesting, and influencer partnerships.
Within the venue, we designed engaging visuals, interactive installations, and exclusive photo opportunities to enhance the event experience and the vibe of the Mixtape: North channel.
OUTCOME
OVO FEST 2.0
With over 33,000 verified registrants in less than 48 hours we were able to sell out the 2,500-person state-of-the-art live music and entertainment venue. Packed with surprise appearances, the event was quickly coined as “OVO Fest 2.0”, OVO Fest being an annual music festival put on my Drake himself.
Knowing industry partners and enthusiastic fans would be in attendance, through an intimate underplay we demonstrated the channel’s commitment to Canadian Hip-Hop and R&B.
Social media posts and press coverage further amplified the event's impact, generating excitement around the Mixtape: North channel. The launch event successfully positioned SiriusXM Canada as a champion of Canadian Hip-Hop and R&B while celebrating the return of PARTYNEXTDOOR in one of the most memorable ways, opening up the opportunity for music lovers to keep an eye out for what SiriusXM had in store next.
PRESS
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Drake Makes Appearance at PARTYNEXTDOOR show, Says "Party Dropping PND 4"
COMPLEX
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PARTYNEXTDOOR and special guests performing free concert in Toronto on May 25
NOW TORONTO
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PARTYNEXTDOOR is coming home to Toronto and fans can’t wait
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SiriusXM and PARTYNEXTDOOR celebrate homegrown Hip-Hop and R&B with Mixtape: North official channel launch event
NEWSWIRE
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PARTYNEXTDOOR and Friends: A Night Celebrating Canada’s Hip Hop and R&B Talent
TORONTO GUARDIAN
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PARTYNEXTDOOR brings out Drake during Toronto show and fans lost it
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