Over summer, over 25,000 Kiwis gather in a vineyard in the Gisborne to ring in the new year at music festival Rhythm and Vines. While many are there are for the music, brands are there for the attention.
For the first time, Uber One was one of the sponsors at the 2024 Rhythm and Vines.
With around 86% of the music festival’s audience aged between 18 and 24, the brand decided to show up where Gen Z was.
With Live Nation’s Love Song study from Australia and New Zealand in 2024, it is revealed that music is the number one passion among Gen Z, this decision comes as no surprise. On top of that, 80% of Gen Z are seeking more real-world connections and 90% are preferring to spend money on experiences.
With this data, it makes sense that Gen Z and live music events are a match made in heaven for brands trying to reach this audience.
The study also states that around 80% of live music goers say sponsorship at events makes them like the brand more.
Kristy Rosser, Senior Vice President of Marketing Solutions and Client Services at Live Nation ANZ says that when Pals shows up at Rhythm and Vines and sponsors the bar at the top of the “I love you bro” hill, attendees are going to be sentimental and resonate positively with the brand.
Rosser adds that similarly, when the music festival’s main sponsor One NZ gives customers side stage access, attendees are going to get FOMO (fear of missing out) and want to be a customer.
“Live music is such an incredible way for people to come together and experience the passion and excitement of live music, and then within that environment there’s such a potent opportunity for brands to be part of that,” says Rosser.
“There’s a real requirement for utility experiences. The music’s central to the whole experience, but all those other moments that happen on ground are a really important part of the overall experience.
“So, brands play a crucial role in delivering a really important part of the experience of Rhythm and Vines.”
Uber One’s goal at Rhythm and Vines was to promote its loyalty programme.
Working with Secret Sounds Connect, a part of Live Nation that builds and designs partnerships and campaign strategies for brands who want to engage with music fans, the festival introduced the Uber One Lounge.
This lounge offered festival-goers with a Uber One membership access to a “luxurious retreat” where attendees can indulge in massages, refreshments and perks such as merchandise giveaways and surprise treats.
“It is wonderful for all the people that are experiencing the activation on the ground but we also want to be driving that FOMO and recognition through shareable social moments,” adds Rosser.
“Uber’s showing up as part of a music experience. People are having the time of their lives, so they’re showing up a shared passion. So, if you’re a music fan and you’re seeing Uber showing up at Rhythm and Vines, that brand is relatable for you.
“Whether you are at Rhythm and Vines or seeing that content online, there’s a resonance that’s created.”
Activations like these also hold more weight in an age where there is a large amount of digital fatigue.
Rosser says that taking advantage of the need for real life experiences and the proven success of activations, brands need to get down to it and be creative.
There are endless moments for a brand to play a role in making the fan experience better – Rosser adds that RedBull’s activation is one to not forget as it created its own workout area within the festival grounds.
“We are creating villages, so all of those conveniences and things that people like to have in real life, these are the moments where a brand can play a role to enhance the fan experience.”
As Gen Z’s passion for music and real life experiences continue to grow, brands like Uber One are not just showing up—they’re becoming integral parts of the experience itself.
The music will fade, but the memories — and the brands behind them — will endure.
