Amazon Prime to create 'secret radio' takeover at SXSW

Amazon Prime Video: radio activation
Amazon Prime Video: radio activation

Amazon Prime Video is bringing a 'radio station' to the rooftops of downtown Austin in the US, part of the brand's activation for the forthcoming South by South West (SXSW) festival.

Taking a page from The Man in the High Castle – Amazon’s most watched original drama in its history, SXSW badge holders will be able to step back in time to World War II and feel as if they have entered an underground rebel radio station. The 'Resistance Radio' takeover is being staged at the Market + Tap Room bar. 

Organic photo booth moments, a pop-up shop with themed customizable items and cocktails await attendees during the daytime, while live musical performances will be hosted at night. Over four days, from 10am to 4pm, Amazon Prime Video will present Resistance Radio Headquarters, where badge holders can hunker down and enjoy specialty food and craft cocktails.Drinks will tie into the overarching theme of resistance with names such as Rising Sun, Transmission Intercepted, The Flying Grasshopper, and H Bomb and will served throughout the activation. 

Amazon Original Series The Man in the High Castle which is currently producing its third season, Long Strange Trip and American Playboy, which are due to stream this spring and over the summer, and the recently-launched Patriot, will take center stage during revolving activations at Market & Tap Room.

On 11 March, the untold story of The Grateful Dead will come to life as the space is transformed to recount the 30-year odyssey of iconic group. On 12 March Amazon Prime Video will bring to life Playboy magazine’s charismatic founder, Hugh Hefner, and his impact on fighting against the status quo to shape popular culture and global history. The 13 March will see Amazon Prime Video pay homage to the complicated life of US intelligence officer John Tavner, which is explored in Patriot.

Guests will enjoy an evening of music with open mic style performances by popular indie acts like Matthew Vasquez and the Outskirts and a special performance by Patriot star Michael Dornan. On the 14 March, a musical showcase by 30th Century will take place as an homage to The Man in the High Castle. Bands like Maybird, Big Search, and performers like Kelis, Sam Cohen, and Kevin Morby will take the stage at The Belmont. The Man in the High Castle is currently producing its third season.

In 2015, Amazon launched its partnership with airline JetBlue by creating a pop-up cinema in New York's JFK Airport. Earlier this year, Amazon rebranded London's Westminster tube station to Webminster to publicise its web services and cloud computing business.

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