Pandora has launched its first custom client event in Sydney, German folk sensation Milky Chance performing for 200 Pandora listeners.

The Sunset Sessions event, held in May, is the first in an ongoing series that Pandora will host this year in conjunction with Universal Music Australia.

Pandora will use its audience data alongside Universal to unearth hot trending artists who appeal to millennial listeners, while also providing advertisers with a unique sponsorship experience.

“Pandora’s Sunset Sessions give our advertising partners the opportunity to engage with the difficult to reach millennial audience through their passion point of music in an exclusive and intimate environment. Music is an incredibly powerful mechanic to deliver meaningful engagement with a highly influential audience and our first event was a roaring success,” Pandora Sales Director for Queensland and New South Wales, Fiona Roberts, said.

Kirsten Read, Brand Portfolio Manager from The Lott, said: “This style of event was a perfect way for us to engage with a younger audience in a ‘money can’t buy’ experience. The audience was thrilled to get the chance to see Milky Chance in such an intimate environment. In the first event of its type for Set for Life, it has exceeded our expectations and is a clever way to use the power of Pandora’s audience data to reach the right people.”

Roddy Campbell, Managing Director, New Business at Universal Music Australia, said: “We loved working with Pandora, The Lott, our production agency, BRING, and of course Milky Chance, to create a memorable experience for fans. The Sunset Sessions caters perfectly to what the millennial audience is looking for and should provide a great vehicle for sponsors wanting to make a lasting impression.”