We’re used to companies like Spotify building pop-up installations for artists: Ariana Grande, Billie Eilish and Aya Nakamura have all got the pop-up treatment from the streaming service. Now US telco Verizon is getting in on the act. This weekend it will host ‘This is Shawn’ in New York, as part of its partnership with artist Shawn Mendes.

According to Billboard, the two-day pop-up is being described by Verizon as “a multi-room interactive experience that allows fans to dive into Shawn’s creative process as he brings his music to life”. Members of Verizon’s loyalty scheme ‘Verizon Up’ will get first dibs on tickets.

In April this year, Mendes was named as one of the first artists (Camila Cabello was the other) to be working with the program. He performed at a private gig for 2,000 Verizon Up members in New York in May, while members also got early access to tickets for his US tour, along with a special VIP ‘experience’ and meet’n’greet offers.

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Stuart Dredge

Music Ally's Head of Insight

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