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09/22/17
Frankfurt, IAA
Models

The T-Roc at Noon, a Concert at Night

Indexbild_Story_Zara Larsson

Swedish Singer Zara Larsson at the IAA Stand

The Fans, the Star and the T-Roc: Zara Larsson at the IAA 2017

Check out the live performance of her current hit single, „I would like!", 4:27min.

The IAA has been underway for a good week now and a busy routine has set in. Many visitors come to see the GTIs, SUVs and I.D.s at Volkswagen's show stand. But on Thursday at 2.57 p.m. there's more than automotive highlights attracting spectators to the stand. Under curious glances from the audience, a small group of people surrounding a petite blonde woman in a bright green leather jacket makes its way to the stage. For some of the guests, curiosity quickly turns to excitement. Yes indeed, it's Zara Larsson!--The Swedish shooting star and new brand ambassador for Volkswagen. She steps onto the stage, smiles and waves as the Frankfurt audience welcomes her with applause.

Fans are waiting. Not just for the new T-Roc.

There had been a lot of chatter about the autograph session before the event. Many young people are standing at the stage, whispering excitedly. "She actually came!"

„I looove Frankfurt!"

Cooperation with Volkswagen Garage Sound

Since being lauded as artist of the year at the 2016 MTV Europe Music Awards, Zara Larsson has become much more than an "insiders' tip". Songs like "Lush Life" or her current single "Symphony" with Clean Bandit have firmly established themselves in the charts. Apart from her exceptional musical talent, the young Swedish performer also has a refreshing natural personality. As a "digital native" she shares her success with millions of followers on Facebook, Twitter and other platforms. The decisions for Volkswagen and Zara to cooperate for the next year was an easy one, as it lifts Volkswagen's own music platform, Volkswagen Garage Sound, to a new level. The line-up of international concerts integrates product news in an authentic way. Stars like Jessi J, Anne-Marie and Charli XCX have been playing in exclusive shows to a total audience of 800, since 2015. In addition, fans receive photos and videos through social media, a must-have in the digital age.

But let's go back to the IAA and Zara Larsson, who, after two hours at the fair, now leaves for her next gig of the day, the sound-check at Frankfurt's Gibson Club. Before she goes, she shares her feelings about her visit to the IAA. "It's my first time at the Frankfurt Show and so exciting. The I.D. family is really impressive! I had such a great time meeting all my fans here. I am looking forward to playing my show for them tonight at the Gibson!" Speaking of the show, the last of the available pink-blue tickets were raffled off here in hall three, making 52 winners very happy.

 

Waiting in Line since 5 p.m.

The evening's special program becomes apparent at the entrance to Frankfurt's top club. A brand-new T-Roc in Kurkuma metallic paint, the current trend color, is parked directly in front.

Making its debut in front of Frankfurt's Gibson Club: the new T-Roc.

The concert crew is busy keeping the line of fans organized. Some have been waiting since 5 p.m.. Often, passersby stop and ask questions about the new T-Roc.

Some of the fans got lucky at a raffle. They get to meet Zara before the concert. Marie (16) from Offenburg is excited. "It was my dream to see and hear Zara Larsson in a live performance. And now I was even able to talk to her in person and ask questions. Thank you, Volkswagen Garage Sound!" With a big smile, Marie lifts up her smartphone showing a selfie of Zara and herself.

It's 9 p.m. and the excitement is becoming palpable. Since 7.30 the Gibson Club audience has been getting its groove on. With a little help from Eric, the warm-up DJ, 800 people are now enjoying themselves on the dance floor, waiting for the star of the evening. And their patience paid off.

MTV Europe Laureate Zara Larsson and Band

Zara Larsson delivers an electrifying performance, singing her hits and all songs from her current album, "So Good". The audience sings along every line of each chorus.

There are more concerts coming

"Unforgettable!" "Crazy!" and "Zara forever" are some of the reactions we get from the audience after the one-hour show.

Zara Larsson and Volkswagen Garage Sound will work together in 2018

Livestream of the Concert on Facebook

For all those unable to enjoy the live performance, Volkswagen, for the first time, offers the opportunity to see part of the concert in a livestream on the Garage Sound Facebook page. The comments quickly reveal the favorable response to this format. Many fans are thankful and wish they could have been there in person. And their chances are high. Volkswagen Garage Sound is planning additional concerts in 2018!

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