Sonos Year-End Event

By Evan Bergstra - December 10th, 2014


Usually when a brand or PR company throws a little holiday party for media, partners, friends, etc. it’s not worth reporting because that’s not really the point. It’s common for companies to host this sort of thing, not to walk us through new products or announce next year’s releases, but as a simple thank-you to everyone that they work with throughout the year.

Sonos, however, gave their year-end party a little twist by bringing in Toronto up-and-coming rock band The Beaches to play a set at the Hard Rock Café at Yonge-Dundas Square. I mean, they had a range of their products set up for demo and display, and the Sonos team was on hand to answer any questions, but the pièce de résistance of the evening was clearly the concert.


The Beaches are a four-piece, all-girl indie outfit from the neighbourhood of the same name. They made a splash last year with the single Loner, which was tapped by FCUK for an ad spot; but even now they’re all only 18 and 20, so we’ve only just seen the beginning. Their set was a tidy spread of polished, tight, anthemic rock music with just a touch of strategic sloppiness, and I was hooked on every tune. They just finished a fall tour with the likes of Bestie and Mother Mother, but the Sonos event was their last of the year. This means I’ll be keeping my eyes out for listings in 2015 – and you should too.

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