Sunshine Live in the Zurich sunlight
Zurich, 34 degrees, 800,000 dancers—and right in the middle of it all, a Lovemobile serving as a rolling brand stage. Sunshine Live, Europe’s leading platform for electronic music, used the 2025 Street Parade to establish itself in the Swiss market—right in the heart of its target audience.
For over 28 years, Sunshine Live has stood for electronic beats, DJ culture and curated diversity away from chart optimization. In Germany, the label has long been an established name with numerous specialized channels, podcasts and community formats, but it is still in its infancy in Switzerland. As the only platform that curates electronic music in this breadth, Sunshine Live appeals to a target group with purchasing power that spans generations and cultivates close community ties - reinforced by live sets, event presence and continuous interaction.
"Sunshine Live is Home of the DJs - we live, love and breathe electronic music," emphasizes Andreas Reiboldt, Head of Marketing/Brand Management.
Brand experience in a state of emergency
Sunshine Live drove through the parade for the second time this year with its own Lovemobile No. 22 - flanked by Swiss DJs such as EDX, Thomas Lizzara, AANN x Anchi and Caermi. The performance was more than just a marketing gimmick: it was the physical translation of the brand DNA. "The special thing about the electronic scene is the peaceful, unifying energy," says Reiboldt. "When everyone goes home laughing and dancing at the end, we know what we're doing this for."
Added value for the market and brand
Sunshine Live sees itself not only as a broadcaster, but also as a platform that allows listeners to experience electronic music in all its facets - from underground sounds to mainstage acts. The program structure constantly offers listeners new impulses instead of limiting itself to a few rotating hits. This curated offering, combined with live experiences such as the Street Parade, creates an emotional connection that is rare in traditional radio markets. For advertisers, this means access to an active, digital and internationally networked community that not only consumes trends, but also helps to shape them.
Switzerland at a glance
Since 2023, Sunshine Live has also been broadcasting in the greater Zurich area via DAB+, supplemented by its own CH app and formats such as Swiss Selection with Rosanna Grüter. A moderated 90s channel with Finn Rasmussen followed at the end of 2024. This is attractive for advertisers: "Our listeners are loyal, passionate and willing to invest - and they come from several generations," says Jens Strecker, Head of Events Switzerland.
Live Love, Love Life - and Love Brand
This year's Street Parade motto could hardly have been more fitting. It was the perfect backdrop for Sunshine Live to send music passion, community spirit and brand message through Zurich in a single, loud, dancing line.
