BRING Agency Wins DiDi
Following a successful partnership at the tail end of 2024, which saw local DJ/Producer legend Young Franco pop-up at the iconic Bondi Beach for a last-minute cafe takeover, rideshare brand DiDi has today announced a continued partnership with BRING - Universal Music for Brands.
“As we build DiDi’s Cultural Capital here in Australia, music is one of our key pillars in connecting to new audiences," said Tim Farmer, chief marketing officer at DiDi.
“Last year’s pop-up with Young Franco proved the thirst for fans looking for unique music experiences, and we saw at the time we were onto something special that not only allowed the brand to show up in a new way but gave us something meaningful to add to music culture. It was a no-brainer to continue this momentum in 2025 with more live moments.”
With the collapse of many multi-day music festivals here in Australia, live music is evolving the ways it connects with a new type of fan and their demands. Intimate, up-close, and unexpected music experiences are winning with this new cohort of young music fans.
Brooke Pilton, general manager, BRING - Universal Music for Brands, said, “We are seeing a new generation of fans starting to turn away from the ’big and shiny’. As the music industry recalibrates after a slew of music festival cancellations, many of those multi-day offerings, we are starting to see fans turning to more unique ways to connect with the artists they love.
“DiDi have really leaned into this trend, and we have been able to place the brand at the heart of young fans' demands to create a platform they can truly own in music. 2025 is set to be even more exciting for the brand as we further cement the brand in late-night dance culture.”
The new partnership announcement follows from BRING Agency’s great early momentum in 2025. It kickstarted the year with a large-scale pop-up gig with Bag Raiders to launch Vodafone’s new double-network offering. It has recently worked with new partner Smirnoff to establish its brand in music culture through sponsorship activations and continue to lead music strategy for Coca-Cola, with more to come from the global Coke Studio platform announcing soon.
DiDi’s Tim Farmer will be taking the stage at this year’s Cairns Crocodiles next week alongside BRING’s general manager, creative, James Griffiths, to dive deeper into the agency’s recent live music study and what this means for brands looking to connect with an evolving young music fan here in Australia.
