To celebrate the launch of the Starbucks Refreshers™ in Vietnam, the Soho Music Group were tasked with finding a local talent to perform on a livestream in a Starbucks store. The brand required a talent which aligned with- and reflected Starbucks values while having a strong Gen Z following. The Brand Partnership team researched and presented a selection of artists, from which Jun Pham was chosen.
From there, the team oversaw, production, talent negotiation, contracting, and content plans for the talent. The live stream comprised of an intimate performance by Jun Pham and a Q&A with the in-person audience - this was Starbucks Vietnam's first music-led and in-store activation. Following on from the activation, a full analytical report, providing insights for the brand.