By Tracy Block Posted March 29, 2012, 2:03 PM EDT
MIAMI/SOUTH FLORIDA While some 200,000 music fans filled Bayfront Park for last weekend's Ultra Music Festival, sponsor Belvedere Vodka reserved a more intimate space on South Beach to promote its brand during the three-day event. For the second year in a row, the Belve Music Lounge popped up in a private outdoor area at the W South Beach Hotel & Residences where the spirit company hosted a close-knit group of DJs, media, and other invitees in a cocktail-infused, all-day music lounge from March 22 through 24.
Belvedere partnered with SiriusXM radio to live-stream music from the lounge. Many of the top DJ names in town, including Avicii, Tiesto, Gabriel & Dresden, Steve Aoki, Nervo, and Nicky Romero, stopped by the lounge for interviews and to spin sets, which were broadcast live on the SiriusXM Radio Electric Area station. Each day featured eight hours of streaming music, providing regular SiriusXM listeners with sound from the festival, while bringing a more exclusive experience to in-person attendees, and promoting both sponsors.
“Our brand goes hand-in-hand with music,” said Tony Fair, senior brand manager for Belvedere. “This lounge is a chance for us to showcase Belvedere’s latest offerings by the beach with live music. What more could you ask for?”
A total of three Belvedere pop-up bars sat alongside a gated outdoor beachside area, serving specialty sips like the Belvedere Turntable Teabreeze, which debuted the brand’s latest vodka flavor, Belvedere Lemon Tea, officially launching in April.
DJs and V.I.P.s were invited into a private, roped-off area to enjoy bites courtesy of the W South Beach, as well a private gifting suite, where select recipients left with a pair of Sol Republic’s interchangeable headphones.