Deutsche Telekom is collaborating with nightclubs in Germany to launch a series of events targetting millennials.
The Germany-based operator said the Telekom Electronic Beats Clubnights would begin on 14 January at White Noise in Stuttgart before moving around the country.
Headlined by the likes of Sexy Lazer and Silent Servant, the events will play anything from upbeat house to industrial techno, according to the telco.
Telekom Electronic Beats is an online magazine, TV channel and radio station that Deutsche Telekom set up in 2000 to showcase the electronic music scene.
The various channels feature interviews, DJ mixes, concert footage and live streams.
Telekom Electronic Beats has 85,000 YouTube subscribers, 23,300 Twitter followers and 19,100 Instagram followers.
Ralf Lülsdorf, Head of International Music Marketing at Deutsche Telekom, said the launch of the club nights would enable the operator to “address a large number of partygoers, a large part of our target audience, in their familiar environment".
He added: "With its long-standing, loyal community, our music programme addresses the valuable millennials target audience at eye level.
“Content and storytelling on our numerous communication channels strike a chord, if you will, with the music and lifestyle-oriented generation in Central and Eastern Europe.
“With this focus, Electronic Beats contributes toward establishing Deutsche Telekom as Europe's leading telecommunications provider."