The Drum Awards for Marketing - Extended Deadline

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Agency: Virtue
Client: Budweiser
Date: Mar 2019
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Budweiser has held a two-day event in India called BudX that brings together a passionate group of emerging and established local artists, influencers and international talent.

Organized with the help of Virtue, Vice’s creative agency, the event was held in Mumbai’s Mehboob Studios, to showcase collaboration and empowerment for all talent.

It featured performances from hip-hop, bass, techno, and undercurrent artists like Mumbai’s leading “gully rap” proponent Divine, electronica act Ox7gen, broadcasting platform Boiler Room, Britain’s drum 'n' bass act Sub Focus, and hip-hop crew Foreign Beggars.

In addition, there were also daytime programmes of masterclasses and seminars, with sessions exploring themes and topics central to the creative community such as building inclusive artist agencies, promoting responsible clubbing and self-care, and exploring the multifaceted history of hip-hop in India.

For Mixx, a platform challenging gender norms and patriarchal systems, BudX created a dedicated safe space booth aimed at generating awareness around gender neutrality, inclusiveness and LGBTQ culture. It also partnered with environmental solutions firm Skrap to create an event centered on sustainability and responsibility.

There were also interactive installations, art experiences, and a custom-made skate ramp available for event-goers.