A Bermudian working for Spotify was part of a large-scale marketing event in New York in collaboration with Samsung Galaxy.

Sydney Pringle, who is a senior experiential producer for the digital music giant, brought its Fresh Finds programme to life by organising the showcase that featured artists connected to New York before an audience of more than 500 music fans.

Performers at the event in Brooklyn included Remy Boyd, Laundry Day and This is Lorelei.

Veronika Slowikowska hosted the evening.

The occasion was inspired by the spirit of New York with guests passing through subway-style turnstiles at the entrance.

Passes were hidden throughout the venue, which guests could collect to redeem customisable merchandise, while train cars were decorated with subway signage dedicated to each performer.

Ms Pringle told The Royal Gazette: “For this event, we really wanted to celebrate some of the iconic elements of New York City but add our spin on it while also highlighting Spotify’s Fresh Finds playlist and our partner, Samsung Galaxy’s devices.

“The guests were so excited and in awe of the level of detail and creativity put into the event.

“They walked away not only with a memorable experience but with a fresh, new perspective and appreciation for both Spotify and Samsung, and that’s what experiential marketing and production is all about.”

Photographers and videographers used Samsung Galaxy Z devices to capture images of the event.

The venue also included a secret door through which there was an immersive speak easy, where guests could try on noise-cancelling Samsung Galaxy Buds3 Pro or play their favourite video games on the Galaxy Z Fold6.

Ms Pringle explained: “Experiential marketing, also known as event marketing, has really dominated the industry over the last few years.

“People crave experiences, especially after being stuck inside during the pandemic, and brands are really able to connect on a deeper level with their audiences by investing in creating real-life tangible moments.

“The key to a successful event is that you just need to be authentic with who your brand is, tap into your audiences’ interests and then create an interactive fusion of the two.”

The New York event followed on from a similar event Ms Pringle produced in Chicago in March, which kicked off a new offering at Spotify called Live Events.

In her role with Spotify, Ms Pringle puts on events and experiences for both consumers and advertisers.

She added: “While I’ve been producing for other brands for close to a decade now, this job has taken me to new heights in my career.

“I’ve been able to travel and use my talents all over the world, helping produce events in Mexico, all over Europe and in Australia.

“I’ve been able to combine my love for music and passion for event production.”

Ann Piper, the head of North America sales at Spotify, said in an article on the audio streaming and media service provider’s website: “With this latest Live Event, we helped Samsung amplify its Life Opens Up With Galaxy campaign by bringing to life Samsung’s commitment to openness in experiences and possibilities.”

Ms Pringle has a number of events planned in different locations around the world this year and into 2025.

She said: “I’m so excited for what’s next on the horizon with Spotify. My hope is to be able to bring events and brand partnerships like this to Bermuda.

“The island has so much vibrancy, culture and energy that events like this would not only be an amazing way to show all that it has to offer but also a great boost to the businesses and tourism of Bermuda.”