Sofar Sounds Teams Up With Xfinity, Dinah Jane For 'Future Of Awesome Tour'
36 Emerging Artists Selected by Dinah Jane To Showcase Their Talent on Live, 12-City Tour. Complementary Destination on Xfinity X1 Video Platform Will Offer Behind-the-Scenes Footage, Information on Artists, and More.
Sofar Sounds, the live music events startup that curates intimate performances around the world, today announced it has partnered with Comcast’s Xfinity brand to launch the “Future of Awesome Tour,” designed to connect emerging local artists, fans and the music they love with 12 performances in 12 cities across the U.S. Hand-selected by multi-award-winning singer/songwriter Dinah Jane – the tour’s official Curator – the artists will showcase their talents on stages in unique and unexpected locations, kicking things off in New York City on December 10 at Studio 8H.
Founded in 2009 in London, Sofar Sounds reimagines the live music experience through the curation of secret performances in unique locations in more than 400 cities. Through the transformation of these spaces into captivating venues, Sofar Sounds serves as a platform for emerging artists to connect with engaged audiences in cities around the world.
“Sofar is committed to showcasing emerging artists all over the world, and we are excited to partner with Xfinity to support that mission in an authentic way to bring even more awareness to our artist community,” said Ellis Reid, global partnerships director at Sofar Sounds. “We’re privileged to have Dinah Jane curating the performers from our vast network of musicians. She is an amazing talent with diverse musical sensibilities that truly adds another layer of credibility to this partnership.”
For information on tickets, visit Sofar’s website.
For those who aren’t able to attend in person, Comcast will launch a special destination on Xfinity X1, Comcast’s video service that allows users to search and navigate live TV, on demand movies and shows, web video, and apps like Amazon Prime Video, Netflix, YouTube, Pandora, NPR, Sling TV, and iHeartRadio, all on a single, voice-controlled platform. Throughout the “Future of Awesome Tour,” Xfinity X1 will allow customers to gain access over the Internet to behind-the-scenes content via YouTube from both Jane and her hand-picked Sofar artists. They can also keep up with the latest on the tour by following @dinahjane97, @sofarsounds and @Xfinity on social media.
Music is an emerging category for Xfinity, bolstered by both a growing collection of X1 partners like Pandora, iHeart Radio, YouTube and NPR, and through curated Xfinity On Demand destinations to help customers discover and enjoy all the great content available to them.
“Music fans rely on technology more than ever to discover new artists, share music and connect with one another on social media,” said Matt Lederer, executive director of partnership marketing at Comcast. “Our partnership with Sofar Sounds and Dinah Jane gives us a chance to support emerging artists and bring their music into living rooms across the country through the combination of the fast Internet and a one-of-a-kind Xfinity X1 experience. Together, we’re helping them unlock the latest music while supporting emerging artists on their journey to success.”
For Jane – who first gained notoriety as a contestant on “The X Factor” and as a member of the award-winning group Fifth Harmony -- that journey of establishing herself as an artist is still fresh in her mind. As someone who received mentorship and guidance from industry veterans on the show, she is eager to pay it forward.
“I’m excited to partner with Sofar Sounds and Comcast to introduce music fans across the U.S. to some of the newest voices of our generation on Xfinity’s ‘Future of Awesome Tour,’” said Jane, 21, who will be making appearances in select cities. “Having the opportunity to do so means a lot to me because I was in their shoes as a new artist just a few short years ago. With the support of Xfinity and Sofar Sounds, we’ll be able to showcase these artists’ raw vocal abilities, musicianship and passion for performing.”
The second stop on the “Future of Awesome Tour” will be on December 11 in Nashville.
In 2019, Xfinity’s “Future of Awesome Tour” will connect music fans to emerging talent in the following cities:
For more information, please visit https://www.sofarsounds.com/lp/xfinity.