The Perfect First Date
Case Study
Turning dating insight into real-world connection
Through audience research, Sofar Sounds uncovered a powerful insight: nearly one in three Sofar fans attend shows as a date. Live music wasn’t just entertainment—it was already a trusted way people were connecting.
Sofar shared this insight with Bumble, whose team was actively exploring new ways to authentically engage university students across the country. What followed was a fast-moving, insight-led collaboration—co-developed over just a few weeks—that brought Bumble’s mission to life through shared experiences, not screens.
The Ask
- Activate Bumble within real-world, culturally relevant moments for Gen Z
- Build authentic brand affinity through shared experiences—not ads
- Create scalable content that extended impact well beyond the room
The Program
Live, custom-produced performances
Hosted near major university hubs, featuring 18 emerging artists with culturally influential headliners from Sofar’s diverse global network. Each show sold out, reinforcing the idea that live music remains one of the most meaningful ways to spark connection.
Chicago
Artists: Dranielle Juhre, Femdot, Tasha
Venue: Marvin’s Food and Fuel Rooftop
Boston
Artists: G Lune, Juniper, Tiny Habits
Venue: Hotel Studio Allston
Philadelphia
Artists: Gayle, Rubber, Freakquensee
Venue: Yards Brewery Company
Denver
Artists: Adiel Mitchell, YaSi, Annie, DeRusso
Venue: The Maven
Los Angeles
Artists: Internet Boyfriend, Bel, BXB Love
Venue: Second Home
Austin
Artists: Melat, Clarence James, Tony22
Venue:
Brand Integrations
More than placement, it’s presence at every touchpoint
Immersive Onsite Brand Presence
- Bumble Session swag giveaways designed to spark delight and organic social sharing
- Premium Bumble co-branded signage and visual moments integrated seamlessly throughout the venue and event staging
- Priority guest access and premium hospitality moments
Integrated Artist & Host Alignments
- Sofar MC brand integrations with talking points naturally woven into the show experience
Content Capture & Amplification
- Full-fidelity content capture of all artist performances for downstream storytelling, paid amplification, and ongoing campaign use
- Bumble in-app ticketing and promotions paired with Sofar’s local communities
Media & Content
Extending reach beyond the room
We used the full power of Sofar’s O&O channels to promote each show’s ticket giveaway + drive competition signup. Once finalized, we’ll distribute event content on our YouTube & Instagram channels to maximize program reach.
Performance videos
18+ branded artist sets on Sofar’s YouTube
Content hub
Co-branded microsite housing all event content + brand story
Social recap videos
Once finalized, we distributed two social-first highlight reels with paid IG support
Marketing
Building buzz pre- and post the shows
The buzz started long before the first note was played — from artist-driven storytelling to community-powered posts, every touchpoint built connection and anticipation around the live experience.
Email & Social
Branded emails and social posts building buzz and reach to local college communities
Artist’s social
Artist post organically extending brand reach
Bumble app competition
Bumble app users were able to win tickets to the shows through the Bumble app.
The Results
The power of being invited in — where culture meets conversion
The Impact
The success of Bumble | Sofar Sessions reaffirmed the value of brands showing up where culture already lives. By meeting Gen Z audiences in intimate spaces near their campuses—and centering music as the connector—the partnership generated demand, credibility, and emotional affinity at every stop. For brands looking to build relevance through experience rather than interruption, Sofar Studios offers a proven path in.
