brand-e

Noodle eatery wagamama is prepping the wagamama lounge for its tour of UK festivals. The food-music destination features dishes served by the restaurant’s chefs, resident DJs playing summer soundtracks, plus a digital graffiti wall for budding artists looking to win prizes (such as wagamama gift vouchers).

Coca-Cola has allied with Spotify, but Pepsi has Twitter – the beverage brand is partnering with the microblog to provide streamed live music concerts and Pepsi will use the Pulse platform it launched last year to host the content. “Pepsi’s first of its kind Twitter music partnership will enhance consumers’ music experiences and bring them closer to what is hot in music today,” says the brand. “The Twitter partnership will kick off in the US in early May.”

Wrigley’s 5 gum has launched the second performance set of The Switch, a live online music event where viewers can choose the artist to suit their moods. Audiences tuning in to the Switch YouTube channel could plum for either an energising performance from Childish Gambino or a relaxing set from Other Lives.

American Express has tasked Jack White and actor/director Gary Oldman with kicking off the third year in its American Express Unstaged live-streamed series. Amex is running the initiative together with Vevo and YouTube – it will on 27 April with a New York performance from White directed by Oldman. Streaming will be via a bespoke YouTube channel, as well as on Vevo and YouTube apps for iPhone, iPod touch, iPad and Android.

Sailor Jerry rum is opening a new London music venue on Charing Cross Street. Hotel Street – the name comes from Honululu’s Chinatown where Norman ‘Sailor Jerry’ Collins made a name for himself through his tattooing skills – will act as a shop and gallery during the day, but will aim to become something of a dive bar in evening, with rum cocktails and live music, writes Maria Stadtmueller.

Starwood Hotels is partnering with Live Nation to launch the On Tour with Starwood Preferred Guest: Hear the Music, See the World programme which will allow SPG members to go to exclusive music events in Dubai, Macau, Santiago, Paris, Miami and other locations. “Each event will be conducted at a hotel within Starwood’s portfolio of nine iconic brands and will come to life as a musical representation of each brand,” says Starwood. “Nine artists will be carefully selected to represent the essence of each brand.”

Eurostar has announced a new one-day London festival, Traction, for mid-July which will see DJ Gilles Peterson curating performances from European artists in the revamped King’s Cross area of London.

LoveLive and Island Records have joined forces with HP to produce a free, interactive, multi-camera live stream of an exclusive Florence + the Machine concert for the charity Teenage Cancer Trust. The show will see the artist performing at London’s Royal Albert Hall along with a full symphony orchestra.