Strategic partnership for Purple Sneakers + Music Feeds, represented nationally by Digital Loop

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Ahead of Purple Sneakers twelfth birthday this weekend, Music Feeds and Purple Sneakers have announced a new strategic partnership. The development and representation agreement will allow the music industry and direct advertisers to extend campaign bookings across all Purple Sneakers digital platforms when booking with Music Feeds.

Founded in 2005 by Martin Novosel as a club brand and events company, Purple Sneakers is a key player in the Australian live music scene. 

Music Feeds is Australia’s most visited music news website, amassing over 1.2 million page impressions per month. 

Media representation company Digital Loop will be representing both Music Feeds, Purple Sneakers and the full Evolve Media site list nationally for all direct clients.

After cementing its reputation in the events space for over a decade, Purple Sneakers has grown to become one of Australia’s most prominent taste-making music websites and radio shows, dedicated to putting a spotlight on emerging music from artists both at home and around the world. And with Purple Sneakers DJs known for having played clubs and major festivals in every corner of the country, Purple Sneakers has exceedingly high brand recognition and trust with the Australian youth market.

Purple Sneakers events are recognised as a right of passage for young Australian music fans and artists alike, having hosted early shows for the likes of Flume, Alison Wonderland, RUFUS, The Rubens and many more. This year, the PS tastemakers are celebrating their 12th birthday as an official part of Vivid Sydney’s 2018 event lineup for the third year in a row.

Founded in 2008 and acquired by global publisher Evolve Media in 2014, Music Feeds is known for breaking the latest music news, premiering and reviewing stacks of new music and interviewing some of the biggest artists in the world.

Music Feeds’ parent company Evolve Media will work directly with Purple Sneakers in a development partnership to grow the PS digital audience. Evolve Media will also sell sponsorship rights for Purple Sneakers events with agency partners under Evolve’s new digitally amplified events arm.

“In a highly competitive market where many online publishers are folding, Music Feeds have grown and flourished. So to be partnering with their parent company, Evolve and Digital Loop, for sales representation and business support is definitely a positive and exciting step forward for our small and independent team,” said Purple Sneakers founder Martin Novosel.

“Whilst Evolve Media and Digital Loop will work with the Purple Sneakers team to take the business to a new level, Managing Editor Emma Jones and I are committed to maintaining the site’s firm focus on promoting emerging music and giving aspiring young writers a leg up in the field of music journalism – for which we are known and trusted.

“With that, I’m very excited for Purple Sneakers to be teaming up with Music Feeds and the Evolve Media network of online publishers.”

Joel King, Managing Director for Evolve Media Australia said  “We are confident that this partnership will strengthen Music Feeds’ content offering to its music industry partners and also enables Evolve Media’s activation product team to leverage Purple Sneakers’ event management expertise in our client services.”

For more information, reach out to Chris Coufos at Digital Loop – or 0409 911 345.