Founded in 2002, Embrace Entertainment Inc. (EMBRACE) has grown to become one
of the top young adult-focused music event marketing agencies in North America.
Our influential position as a leader and cultivator of youth culture gives us a direct
connection to the 18-34 young adult demographic, an intelligent, very social, and highly
influential group immersed in all aspects of culture and technology.
The ongoing dialogue we have with this group spans both the digital and physical
landscape, the result of which has allowed us to gain valuable insights into the behavior,
passion points, and motivators that drive this highly sought after audience.
Music-based marketing solutions targeting
the millennial generation
EMBRACE’s business covers multiple facets of the music industry from event promotion & production to venue ownership and artist management.
Our deep experience as a premiere event producer and live venue operator enables us to flawlessly execute events on any scale, anywhere in North
America ranging from club & theatre level shows to arena shows, multimarket tours, and outdoor festivals.
EMBRACE operates and manages multiple
live music venues of its own across Ontario
and Quebec which host hundreds of live
shows each year and has plans in the
works to expand with even more venues in
the future. Current venues include:
The Danforth Music Hall
(1,500 capacity), The Hoxton (700)
Le Belmont (500)
Fairmount Theatre (550)
• Barrie, ON
Roxy Theatre (700)
The dynamic list of event properties EMBRACE produces
across North America draws a growing audience of over a half
million people annually. Marquee properties include:
• Austin Party Weekend at SXSW
(Austin, TX, 18,000 attendance)
• Bestival (Toronto, 35,000)
• Electric Island (Toronto, 30,000+)
• Embrace Miami at Winter Music Conference
• Full Flex Express Tour (Canada, 90,000)
• Mad Decent Block Party (North America, 250,000+)
• TIME Festival (Toronto, 10,000)
2+2 Management, EMBRACE’s artist
management agency, oversee the
careers of several top electronic artists
and DJs including:
• Keys N Krates
• Shaun Frank
• Zeds Dead
EMBRACE lives at the forefront of culture. As an event
marketing agency with a pulse on emerging trends, and
a two-way dialogue with urban influencers, we are able
to help brands access lifestyle movements and credibly
engage with this audience where they live and play.
Our services include:
Sponsorship Brand Activation
For brands looking to connect to the 18-34
audience via the core passion point of live music,
EMBRACE should be your agency of choice to
not only help build but also execute your music
Our ability to have credible engagements with
this audience makes EMBRACE the best agency
partner for any forward-thinking brand seeking
to interact with them in ways that fall outside of
traditional digital or physical marketing initiatives.
Whether it’s tour or individual concert
sponsorships; production of custom branded music
event experiences; talent booking consulting,
sponsoring a venue or an event series at one of
our venues, EMBRACE can leverage our assets,
contacts and expertise to provide you with the right
solution to give your brand access to the cool only
music can provide.
CASE STUDY: TD Music Experience
Working in conjunction with TD Bank and their
marketing agency, EMBRACE developed a
top-line program concept for a series of custom
concert events to support their annual back to
school on-campus customer acquisition efforts.
EMBRACE oversaw the selection procurement
of top international talent including Steve Aoki,
Metric, B.o.B and Girl Talk, as well as producing
and overseeing the promotion campaign for the
CASE STUDY: Fido Rogers at Bestival Toronto
As a major partner of the first ever international edition of the acclaimed UK music festival,
Bestival, Rogers used Bestival Toronto (BestivalTO) as a platform to relaunch their Fido mobile
phone brand around the theme hash-tagged, #GetCurious. Elements of the programs included
presenting “Road to Bestival”, a series of five shows across Canada in Edmonton, Vancouver.
Montreal, Ottawa and Halifax promoting BestivalTO and Fido’s involvement featuring artists like
Owen Pallett, Keys N Krates and Born Ruffians scheduled to play BestivalTO.
Other elements included creating exclusive video content featuring BestivalTO artist, Keys N Krates
for Fido’s #MobileMusicVideo series; preferential, skip-the-line entry access to BestivalTO for Fido
mobile subscribers and the #GetCurious Grove, a lounge hangout area onsite at BestivalTO featuring
hammocks, beanbag chairs, hanging yurts, games, cell phone charging stations and more.
CASE STUDY: Perrier at Bestival Toronto
Perrier was the water partner for BestivalTO. Their sponsorship
program centered on the Perrier Greenhouse, a brand new activation
space that debuted at BestivalTO. The 3000 sq. ft. Greenhouse
structure featured glass-like panels and grass turf flooring and served
as the fourth stage, music area at BestivalTO. Perrier Greenhouse
featured a full line-up of DJs playing for a capacity audience of 300
in the fully air conditioned space while brand ambassadors served
complimentary Perrier water in a variety of flavors and the full service
bar offered special BestivalTO Perrier water-based cocktails for sale.
Looking to add live music sponsorship to your event or experiential marketing strategic plans? EMBRACE’s extensive, North America-wide inventory of
tours, festivals and concerts offer a full range of sponsorship scenarios from full-blown Event Title or Presenting rights to on-site activations with consumer
engagement data capture opportunities or unique content capture, hospitality and contesting options plus much, much more.
Red Bull Guest House Miami
Click the thumbnail player screenshot to watch Zeds Dead Live at the Honda Civic
Garage Party during the 2011 Halifax Pop Explosion (video launches in Vimeo).
CASE STUDY: Honda Civic Garage Party
The Honda Civic Garage Party was a five city tour to introduce the newly redesigned Honda
Civic model to the influential youth demographic and industry insiders.
EMBRACE worked in conjunction with Honda’s marketing team to develop the event
concept, select procure talent, build the media plan, and market the events.
CASE STUDY: Red Bull Guest House Miami
Billed as an industry oasis, created by and for the industry, for the past three years the Red
Bull Guest House has been a hotbed of culture for a select number of invited tastemakers
influencers over the course of Miami Music Week’s five day run.
Featuring rooftop pool parties, after-hours breakfast parties, hair salon, tattoo studio,
gifting suite and celebrity dinners, and a custom radio station, the Red Bull Guest House has
become the ultimate destination during MMW.
EMBRACE worked directly with Red Bull to create the concept, managed all the production
elements and produced all other aspects of the Guest House project from start to finish
including contracting the talent and host labels.
EMBRACE has a long history of working with brands to create and implement successful
entertainment-based marketing strategies. This includes working on creative development,
marketing planning, event execution for internal private events or consumer-facing product
media launches and multi-market tours.
CASE STUDY: Mad Decent Block Party
As part of their on-site activation at Mad Decent Block Party, athletic lifestyle
apparel footwear brand, PUMA populated their social media channels with
branded user-generated photos, including some by actual artists performing on the
tour (see DJ Sega above), taken in the ‘PUMA Social Truck’ photo booth. They also
presented the official Block Party mixtape which premiered on the leading music
culture lifestyle portal, TheFader.com.
Lifestyle designer headphone manufacturer, Urbanears was the presenting sponsor
of the official Block Party recap video. Click the Urbanears thumbnail player above
to watch ‘Urbanears Presents: The Mad Decent Block Party’ (video launches in
With over a decade of experience working alongside artists and agents through our concert promotion work, EMBRACE’s ability to leverage those artist
relationships to negotiate contract terms that allow for the development of content for brand marketing use is second to no other agency. Content creation
possibilities include live performance capture streaming, archival content rights, custom compositions, music licensing and sonic branding such as
mixtapes, exclusive music and video content. The following are examples of unique content creation from the EMBRACE-produced, North America-wide
summer touring property, Mad Decent Block Party.
Red Bull Energy Drink was given access to record live
performance and DJ sets from top electronic, DJ and hip-hop
talent performing at Mad Decent Block Party shows to create
on-demand streaming content for their RBMA Radio website.
Electronics manufacturer, iHome presented the first official
Block Party mixtape which was premiered on Thump, an
electronic music site in the VICE media network, and then
seeded to top music blogs and websites.
content creation development
CASE STUDY: Moosehead Brewery
Moosehead wanted to re-approach their involvement in Toronto, Canada
music festival, NXNE to give it a more premium look and feel without
straying from their brand promise.
EMBRACE developed a program where Moosehead was aligned with
independent music, through the concept of music discovery.
The program rolled out first with a national Facebook contest and came
to life at Yonge-Dundas Square through the Moosehead Listening Station
where promo staff managed contest entries via iPads and distributed
premium giveaways throughout NXNE weekend.
Concept, staffing, program management, contest development, and prizing
fulfillment was all administered by EMBRACE.
Social Media Engagement
As an agency, EMBRACE represents a network of leading youth properties across North America, including Mad Decent Block Party, TIME Festival, Bestival,
Austin Party Weekend at SXSW, Electric Island, Skrillex Full Flex Express, Embrace Miami during Miami Music Week, Brooklyn Hip Hop Festival and the A3C
Festival. With an in-depth knowledge of the music industry and festival/touring landscape, we can effectively leverage your event marketing assets resources
and match it not only with the right event property but the right campaign idea and audience to deliver against your brand’s social media objectives.
Contact us to learn how your brand
can leverage the marketing power
of live music.EMBRACE ENTERTAINMENT Inc.
With well over a decade of history working to connect brands
with unique music event experiences, EMBRACE has an extensive
background working with brands across a wide variety of
• Beer Alcohol
• Digital Media
• Electronics Gaming
• Financial Banking
• Footwear Apparel
• Home Audio Headphones