There are two things this company is doing.
One is using events to create an emotional connection between the product – music – and the end consumer. Events provide experiences, and experiences are what touch our emotions that can create powerful bonds between us and a product.
Second thing they are doing is promoting discovery. Like music, there are so many products and that number continues to go up. How do they get found by the right customer who is willing to buy?
Just like music, consumer products succeed the most when they figure out how to create an emotional connection to their customer and when they can use marketing effectively to have a high findability factor.
This article is worth a read to explore these two elements of emotional connection and findability. You might get some ideas for using both for your products.