MUMBAI: Famous for its windproof pocket lighters, Zippo announced, it has partnered with Bandsintown, the world’s largest concert discovery application with a monthly reach to over 30 million fans, to further strengthen the brand’s connection with musicians while generating new revenue opportunities for artists through custom Zippo merchandizing on social networks.

The partnership between Zippo and Bandsintown centers on music and how to engage with artists and their fans in innovative new ways:

For Fans: Bandsintown now powers the iconic brand’s popular Virtual Zippo Lighter application on iOS and Android, linking to concert tour dates for fan’s favorite artists directly within the free Zippo app.

For Artists: Via Bandsintown’s direct-to-fan “Specials” platform, artists have the opportunity to sell customized band lighters directly to fans, generating tour revenue beyond t-shirts and albums. Zippo selected Bandsintown Specials – launched last summer to allow artists to promote event-related merchandise and unique fan experiences – as its distribution method due to the tool’s ability to reach fans directly through an artist’s social networks like Facebook and Twitter, allowing direct interaction between the artist and fan and introducing Zippo to a new generation of consumers.

“Zippo’s music marketing program – Encore – highlights our rich heritage in music and art through unique on-site festival activations, contests, and impactful programs that engage fans both online and off,” said Brent Tyler, Global Brand Manager, Zippo Manufacturing Company. “Through our Virtual Zippo Lighter app and our partnership with Bandsintown, we can now more deeply engage with Bandsintown concert-goers during live music events, bringing the same look and feel of Zippo’s iconic lighter to mobile devices. What’s more, Bandsintown Specials offers us a strong grassroots distribution channel to collaborate with artists to sell customized lighters to their fans.”

“We are now starting to see how music is becoming an increasingly critical part of a brands marketing mix,” said Julien Mitelberg, CEO of Bandsintown. “Through our Artist Platform, we are now connecting 160K artists with their fan base and with this announcement, we are evolving our business to help artists and brands align.”

An early example of the partnership is on display by metal band and Bandsintown artist BATTLECROSS. Using Bandsintown Specials, the band’s management team polled their nearly 40,000 Facebook fans on which Zippo Windproof Lighter out of four custom designs they would like to see put into production, with hundreds of fans chiming in to voice

MUMBAI: Famous for its windproof pocket lighters, Zippo announced, it has partnered with Bandsintown, the world’s largest concert discovery application with a monthly reach to over 30 million fans, to further strengthen the brand’s connection with musicians while generating new revenue opportunities for artists through custom Zippo merchandizing on social networks.

The partnership between Zippo and Bandsintown centers on music and how to engage with artists and their fans in innovative new ways:

For Fans: Bandsintown now powers the iconic brand’s popular Virtual Zippo Lighter application on iOS and Android, linking to concert tour dates for fan’s favorite artists directly within the free Zippo app.

For Artists: Via Bandsintown’s direct-to-fan “Specials” platform, artists have the opportunity to sell customized band lighters directly to fans, generating tour revenue beyond t-shirts and albums. Zippo selected Bandsintown Specials – launched last summer to allow artists to promote event-related merchandise and unique fan experiences – as its distribution method due to the tool’s ability to reach fans directly through an artist’s social networks like Facebook and Twitter, allowing direct interaction between the artist and fan and introducing Zippo to a new generation of consumers.

“Zippo’s music marketing program – Encore – highlights our rich heritage in music and art through unique on-site festival activations, contests, and impactful programs that engage fans both online and off,” said Brent Tyler, Global Brand Manager, Zippo Manufacturing Company. “Through our Virtual Zippo Lighter app and our partnership with Bandsintown, we can now more deeply engage with Bandsintown concert-goers during live music events, bringing the same look and feel of Zippo’s iconic lighter to mobile devices. What’s more, Bandsintown Specials offers us a strong grassroots distribution channel to collaborate with artists to sell customized lighters to their fans.”

“We are now starting to see how music is becoming an increasingly critical part of a brands marketing mix,” said Julien Mitelberg, CEO of Bandsintown. “Through our Artist Platform, we are now connecting 160K artists with their fan base and with this announcement, we are evolving our business to help artists and brands align.”

An early example of the partnership is on display by metal band and Bandsintown artist BATTLECROSS. Using Bandsintown Specials, the band’s management team polled their nearly 40,000 Facebook fans on which Zippo Windproof Lighter out of four custom designs they would like to see put into production, with hundreds of fans chiming in to voice