DiDi doubles down on music culture credibility; continues partnership with BRING Agency

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 have 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.

“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.” Said Brooke Pilton, General Manager, BRING – Universal Music for Brands, “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 announcement of the new partnership follows on from BRING Agency’s great early momentum in 2025. They kickstarted the year with a large-scale pop-up gig with Bag Raiders to launch Vodafone’s new double-network offering. They have recently worked with new partner Smirnoff to establish their brand in music culture through sponsorship activations and continue to lead music strategy for Coca-Cola, with more to come from their 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. If you are heading to Cairns on May 15th, please come along to the session and say hi.

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