Mango is launching a lockdown initiative called Home Sessions, a series of live concerts via Instagram. The first will happen at 6 pm on Thursday with young artist Marta Knight performing live from her home via the Mango Instagram channel.
The company said it's promoting the creativity of young new talent by putting them center stage and added that this is an initiative “through which the Mango community can enjoy live music and which highlights the brand's connection with culture”.
Mango said Knight “is one of the most promising singer-songwriters on the Spanish music scene, with a personal style between indie-folk and rock, with references to artists such as Mac Demarco, Declan McKenna, and The Kooks”. She released her first EP, Peterloo Heroes, in 2017, and her first album this year.
It's one of a number of initiatives that retailers and brands are launching as their customers continue to be confined to their homes and their shops are shut. Adidas, for instance, has been rolling out free virtual experiences across its social and digital channels “to support our community as they stay active, practice mindfulness, learn, and seek entertainment”.
Mango has had plenty of links to culture for many years and it remains a key way to engage consumers and an important part of its marketing strategy. The company has been the sponsor of the Primavera Sound festival and that particular festival was due to take place in early June but has now been rescheduled for late August.