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September 2023, and GEEDUP was handed the controls. Spotify Australia and New Zealand brought the brand in to pick its top five hip-hop tracks for the A1 playlist, presented as A1 “Geedup Selects”, and the selects went live on 15 September. The announcement went out as a joint post with Spotify’s Australian and New Zealand account.
Then came the takeover itself: a night to celebrate it, with Hooligan Hefs and DJ Talisha on the bill and an international guest, Abra Cadabra.
Chivas Regal's How We Rise named Jake Paco a Regal Pioneer. Films, a national campaign and a free Sydney workshop, How to Turn a Brand Into a Business, opened up the GEEDUP playbook.
For New York Fashion Week 2023, GEEDUP opened an in-store-only pop-up at 27 Mercer St, SoHo. Fat Joe performed on the opening Friday, with CJ and Fivio Foreign also on the bill, and the crowd spilled onto the street.
GEEDUP x Move Good at Wireless Festival UK in July 2023, hosted by Yo Gotti and GloRilla and co-presented by Bacardi UK: the night that closed a summer on the road in London, Paris and Ayia Napa.
