Spotify has teamed up with Budweiser to deliver its first UK AUX Live Experience, a groundbreaking event combining live music, cultural engagement, and brand collaboration. Titled “Spotify Presents: Music Depot Brought to You by Budweiser,” the event marked a major milestone in Manchester’s vibrant music scene, bringing fans together for an unforgettable night of music and entertainment at the iconic Diecast venue, a former metalworks factory.
Headlining the event was Stockport’s own Blossoms, whose signature indie rock thrilled the hometown crowd of over 500 attendees. Blossoms were supported by indie-pop duo Good Neighbours and an eclectic lineup of DJs, including Rowena Alice, Chaise, and Tinea Taylor, who kept the energy alive throughout the evening.
But the night was more than just a concert—it was an immersive experience designed to bridge the gap between music, brands, and fans. Guests entered through a backdoor-style entrance and were welcomed with ice-cold Budweisers. Inside, striking installations and an interactive photo wall provided prime selfie opportunities, while flyposted walls and a street-food-style menu featuring Budweiser-inspired add-ons added to the event’s cultural flair. At the bar, fans could personalise their pints with custom messages or Spotify codes linking directly to the performing artists.
For those seeking a unique souvenir, a dedicated merch station offered fans the chance to customise their items. Meanwhile, a micro tattoo studio, hosted by local artists Debut Studios, provided both permanent and temporary tattoos, creating the ultimate backstage experience.
“Music has always been a part of Budweiser’s DNA,” said Jessica McGeorge, Global Brands Director Europe at AB InBev. “From iconic moments in music history to our longstanding support of artists and live performances, we’ve always believed in the power of music to unite and inspire. Partnering with Spotify allowed us to take this commitment even further, providing fans a chance to experience their favourite artists live while enjoying the smooth, refreshing Budweiser.”
Spotify’s AUX Live Experiences were first launched in the US earlier this year, with events like Spotify Beach at Cannes and the FanDuel Party at the Superbowl showcasing the platform’s ability to create cultural moments that resonate with audiences. According to Ed Couchman, Spotify’s Head of UK and Northern Europe Sales, the AUX initiative is about much more than just music.
“Spotify is committed to deepening the connections between artists, brands, and fans,” Couchman explained. “Since launching AUX Live Experiences, we’ve seen that our branded live events aren’t just concerts; they’re cultural moments that get people talking and deliver results for advertisers. With Budweiser as our first UK partner, I’m thrilled to bring our AUX Live Experience to Manchester, offering local music fans an unforgettable experience.”
The event exemplified how immersive, branded live experiences can foster cultural relevance and deepen audience connections. By merging Spotify’s innovative AUX platform with Budweiser’s storied connection to music, the “Music Depot” proved that live events remain a powerful way to unite people and celebrate artistry. With its successful UK debut, Spotify AUX is set to become a staple in the country’s cultural calendar, promising more iconic collaborations and unforgettable moments to come.
