SCA & Soundcloud partner with Monkey Shoulder whiskey

Southern Cross Austereo and SoundCloud have announced a partnership with whiskey brand Monkey Shoulder, the first custom collaboration since the two partnered in 2019.

Monkey Shoulder’s Made For Mixing campaign will see them work alongside SCA and SoundCloud, in order to amplify custom digital content through SoundCloud’s unique promoted tracks experience.

As part of SoundCloud’s first-party data to target the core 18+ audience, the campaign brings together brands with today’s trending artists to fuel music discovery for passionate music fans.

Finally, the campaign will finish with an exclusive invite-only gig with musician and producer Alice Ivy on February 26 (at a secret location).

The event will feature the debut of Monkey Shoulder’s Made For Mixing cocktail truck, filled with a special whisky cocktail.

“SoundCloud listeners are incredibly loyal and passionate music fans steered towards discovering new music,” said SCA head of digital commercial Jonathan Mandel.

“We couldn’t be more excited to bring the SoundCloud brand of music discovery to life. We’re thrilled to partner with Monkey Shoulder for this activation and can’t wait to see both the Monkey Mixer truck and Alice Ivy live in action.”

“Our partnership with Monkey Shoulder is a great example of how SCA and SoundCloud are the best match for bringing brands unique ways to reach passionate music fans who are driving music culture forward,” added SoundCloud head of partnerships, Mike Antonecchia.

“We can’t wait to see this campaign come to life, and to offer even more opportunities for brands and creators to work together to bring music discovery experiences for audiences across Australia.”

Mikey Lowe, Monkey Shoulder Brand Ambassador, said;“We’re excited to bring the fun back to cocktails in a big way, with the debut of The Monkey Mixer.

“Drawing inspiration from a cement truck’s design, the traditional cocktail shaker has been upgraded and transformed into the ultimate cocktail machine and stage for Alice Ivy. This will be a springboard for a lot of activity for Monkey Shoulder this year so watch this space to hear more.”

More info if available at madeformixing.com and entrants must be 18 years or older.