AIR MILES

MIKE LIGON is partnerships director at Sofar Sounds, which hosts live music shows in secret locations with surprise line-ups.

WHAT IS SOFAR SOUNDS? A global music community that connects artists and fans through live music. We create intimate connections in nontraditional spaces across more than 400 cities. Each show is different – we might have hip-hop, acoustic and flamenco sets all in the same night. WHAT’S YOUR ROLE? I’m director of partnerships: helping brands who want to tap into our diverse network of over 30,000 artists when they launch a new product. CAN YOU GIVE US AN EXAMPLE? Outdoor clothing brand Arc’teryx put on outdoor shows, and attendees were given the brand’s new jacket to stay warm. We also did a show called Parallels with Lexus, where chef Ludo Lefebvre created small bites of food that paired with the Sofar artist’s vibe. HOW DO YOU SOURCE MUSICIANS? We have an application process. We support artists through…

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Business Traveller Asia-Pacific Edition (Digital) - 1 Issue, May - June 2024

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