Uber One, Redbull, One NZ and McDonald’s have been named partners with Live Nation ANZ for the 22nd Rhythm & Vines (R&V), New Zealand’s New Year’s music festival held at Waiohika Estate from 29 December – 1 January 2025.
This year’s brand partnerships are set to take centre stage, with each collaboration carefully curated alongside Live Nation’s media and sponsorships team to enhance the overall festival atmosphere.
One NZ returns as a key partner of Rhythm and Vines 2024 and is proud to be the presenting partner of the One NZ Vines Stage. They will once again offer customers exclusive access to the One NZ VIP area with unrivalled side of stage viewing. This year, the Mana Wave Cam will take over the One NZ Vines Stage twice a day, giving festival-goers their time in the spotlight. One NZ customers will also get first access to R&V 2025 presale tickets from Monday, 13 January 2025 through One NZ Rewards.
Bridgette Walker, sponsorship and partnership manager at One NZ, said: “We’re excited to be back to connect with music fans at Aotearoa’s iconic New Years festival, often referred to as a rite of passage among young Kiwis. This year we’ve included even more opportunities to engage with thousands of festival goers, and be part of their memorable moments as they ring in the New Year.”
Pals also returns to Rhythm and Vines with their iconic hilltop Pals bar, complete with cabanas and stunning festival views to welcome in the New Year with a Pals in hand.
Partnering with Rhythm and Vines for the first time, Uber One will offer festival-goers access to the exclusive Uber One Lounge – a luxurious retreat where attendees can indulge in massages, refreshments, and exclusive perks including merchandise giveaways and surprise treats. The Uber One Activation is designed and produced by Live Nation’s creative agency, Secret Sounds Connect.
Festival goers will have the chance to join an epic sweat session that combines cardio and weights at the Red Bull activation and cool off in the ice baths.
McDonald’s will bring the sizzle with complimentary hash browns and Frozen Coke Vouchers on New Year’s Day, while Booster Savvy, the event’s official debit card partner, will provide a convenient top-up station and phone charging with the chance to grab essential summer gear.
Lipton Ice Tea will be offering refreshing, no-sugar ice tea and a thrilling waterslide to beat the heat, and Jameson is inviting attendees to their bar near the Rhythm stage, for the chance to play games and score limited-edition merch (Jameson sunnies and bucket hats anyone?) Steinlager returns as the official beer of Rhythm and Vines 2024, ensuring ice-cold refreshment is never far away at the Steinlager Bar.
Research from Live Nation shows that music is a leading passion among Australians and New Zealanders, with two-thirds of music fans connecting their emotions with the brands, products, and services they interact with at an event.
“Our brand partnerships are integral to creating an unparalleled festival experience at Rhythm and Vines,” said Kristy Rosser, senior vice president, marketing solutions and client services, Live Nation Australia & New Zealand.
“Each collaboration offers something unique whether it’s VIP upgrades, interactive installations or relaxation areas to create shareable moments with friends. We’re thrilled to work with brands that are dedicated to creating lifelong memories for passionate music fans.”
In addition to the brand collaborations, Rhythm and Vines 2024 boasts a stand-out musical lineup featuring over 100 artists across multiple stages. Headliners include Australian indie sensation Dope Lemon, drum and bass titans Pendulum (DJ Set), festival favourites Peking Duk, UK garage and house producer Sammy Virji, Italian superstar Meduza, British electronic producers Koven and a special performance by New Zealand legend Sir Dave Dobbyn.
Kyle Bell, head of marketing for New Zealand festivals at Live Nation, said: “Rhythm and Vines is now in its 22nd year and since its inception, has attracted over 350,000 Kiwis and international travellers to welcome in the world’s first sunrise. Each year, our goal is to ensure that we amplify and exceed the livemusic experience for fans, brands and artists.”
With tickets on sale now and a range of options including GA, VIP, and camping passes, Rhythm and Vines 2024 is poised to be the most sought-after New Year’s destination.