Music Industry News Network [06-07-2014]

T-Mobile Extends Relationship With SFX Entertainment


SFX Entertainment, Inc. and T-Mobile US, Inc. announced an extension of their marketing alignment with an 18-month program focused on building a deep cultural connection with the millennial audience through investments in festivals, media and custom events.

"Working with SFX, we're building new ways to reach customers and take on music in our typical bold Un-carrier style."

The new deal builds on the recently announced partnership that SFX and T-Mobile have created with SYCO Entertainment to produce Ultimate DJ, a pioneering television show revolving around the booming electronic music culture and showcasing and cultivating fresh new EMC DJ/producer talent and creative event production skills.

"Electronic Music is really the soundtrack of the technology revolution, and T-Mobile understands that better than anyone in their category," said Robert FX Sillerman, Chairman and CEO of SFX Entertainment. "Building on the revolution they have created with their Un-Carrier movement, this program helps T-Mobile connect more deeply with their audience in a way that is authentic and lasting."

As part of the new marketing program, T-Mobile will become the exclusive mobile partner to SFX in the USA. The mobile company, renowned for it's revolutionary Un-Carrier marketing campaign, will partner in 2014/15 with leading SFX festivals TomorrowWorld, Electric Zoo and in 2015 will add the newly established Mysteryland which takes place on the original Woodstock grounds in New York.

"Electronic music is white hot right now, and T-Mobile customers are using their Un-carrier freedom to stream their tunes from anywhere on our lightning-fast network," said John Legere, CEO T-Mobile. "Working with SFX, we're building new ways to reach customers and take on music in our typical bold Un-carrier style."

Further, T-Mobile will partner across SFX integrated media assets as well as partnering with Beatport on its upcoming Beatport Evolution Radio Show, which is a partnership with Clear Channel.

SFX and T-Mobile will also partner to create original event concepts within the electronic music category.


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