The newest experience brand in the Big Red Group (BRG) stable, IfOnly, has secured exclusive access to top international talent as part of Nova’s Red Room. Proceeds to benefit Sony Foundation Australia.
IfOnly, the newest Big Red Group (BRG) experience brand, has secured one of the VIP music experiences of the year, partnering with Nova Entertainment’s live music brand Nova’s Red Room for their upcoming show with Mark Ronson.
Partnering with local and world-class Luminaries – be they experts in their field, celebrities or other noteworthy personalities, brands and charities – IfOnly offers extraordinary experiences across entertainment, culinary, music and more. The brand launched in Australia on 3 June 2019.
IfOnly is a partnership with the US business of the same name – founded in 2012 with the purpose of unlocking access to extraordinary experiences for social good, with every experience listing benefitting a cause. IfOnly in the US has raised millions of dollars for its charity partners and the BRG has set about doing the same.
The Mark Ronson Live in Nova’s Red Room experience includes VIP access for six people, a VIP tour, entry to the venue before doors officially open and a merchandise pack for each guest.
This experience is not for sale to the general public; it is available to Nova competition winners and exclusively through IfOnly – with proceeds to benefit Nova Entertainment’s nominated charity, Sony Foundation Australia.
Sony Foundation Australia is the charitable arm of the Sony Group of Companies operating in Australia. Since its inception in 1998, the Foundation has raised and donated $33 million to youth-related causes, including severe illness, drug and alcohol addiction, homelessness, disability and displacement.
IfOnly General Manager Shaun Duff said the experience was the first of more to come from the brand who are committed to unlocking access to incredible once-in-a-lifetime experiences.
“IfOnly believes in three things: unlocking extraordinary experiences; supporting the community and making it easy for our Luminary partners to give back.”
“We’re thrilled to be partnering with Nova Entertainment as part of the Nova’s Red Room series and we’re excited to announce more artists in the coming months.”
Sony Foundation CEO Sophie Ryan said, “Sony Foundation is incredibly grateful for our partners like Nova Entertainment and Sony Music who have collaborated to make this once in a lifetime experience possible for a lucky winner, and most importantly raise much-needed funds to continue our work improving young Australian’s health and wellbeing.”
Tony Thomas, Nova Entertainment CMO added, “We are very excited to be partnering with IfOnly to provide the opportunity for someone to experience Mark Ronson in Nova’s Red Room, with the proceeds going to support the incredible work of the Sony Foundation. This is the perfect example of a partnership providing a win, win, win!”