Spotify and Budweiser have expanded their partnership to the UK, bringing an immersive live music experience to Manchester. The event, held on Wednesday at the city’s iconic Diecast venue—a former metalworks factory—marked the first international expansion of Spotify’s AUX Live Experiences, a service launched earlier this year for US advertisers.
The ‘Music Warehouse’ event brought together over 500 music fans for an unforgettable evening of live performances, interactive installations, and exclusive merchandise. It marked a significant collaboration between the two brands, following Spotify’s AUX Live Experiences initiative that has previously partnered with companies like FanDuel and Samsung to engage audiences through real-world cultural experiences.
A Unique Experience for Fans
The event’s headliner, indie rock band Blossoms, took to the stage in their hometown of Stockport, Greater Manchester, captivating the crowd with their signature sound. They were supported by indie pop duo Good Neighbours and DJs Rowena Alice, Chaise, and Tinea Taylor, who kept the energy high throughout the night.
However, the event went beyond just a concert. Upon arrival, guests entered through a back-door-style entrance and were greeted with a chilled Budweiser beer. Inside, the venue was transformed with visually striking installations and a vibrant photo wall, giving attendees plenty of opportunities to capture the moment. An interactive wall further engaged visitors, encouraging them to participate in the experience.
The food offerings, presented in a street-food style, were complemented by Budweiser-themed add-ons. At the bar, guests could personalize their drinks with custom messages or Spotify codes linked to the performing artists, printed directly onto the beer foam. Dedicated merchandise stations allowed fans to create unique souvenirs, while a micro-tattoo studio provided a backstage-style hangout, offering both permanent and temporary tattoos. Local tattoo artist Debut Studios also designed custom T-shirts, adding a personal touch to the event.
Bringing Music and Culture Together
Spotify’s commitment to fostering deeper connections between artists, brands, and fans was highlighted by the success of AUX Live Experiences in the US, and the Manchester event marked a key step in bringing this initiative to a global audience.
Ed Couchman, head of UK and Northern Europe sales at Spotify, commented on the partnership: “With AUX Live Experiences, we’ve found that our branded live events are cultural moments that get people talking and drive results for advertisers. We’re thrilled to be working with Budweiser to bring local music fans an unforgettable experience in Manchester.”
Budweiser’s Longstanding Musical Legacy
Jessica McGeorge, director of global brands Europe at Anheuser-Busch InBev, spoke about Budweiser’s deep-rooted connection to music: “Music has always been part of Budweiser’s DNA. From iconic moments in music history to our long-standing support of artists and live performances, we’ve always believed in the power of music to unite and inspire. Partnering with Spotify allows us to further this commitment by giving fans the opportunity to experience their favorite artists live while enjoying a smooth, refreshing Budweiser beer.”
With this groundbreaking event, Spotify and Budweiser have set the stage for a new kind of branded live experience—one that blends music, culture, and audience engagement into a single, unforgettable evening.
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