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By John McCarthy, Opinion editor

April 5, 2017 | 2 min read

Danish lager brand Tuborg is entrenching further into the world of music (and its creation) with Tuborg Open – a campaign looking to showcase how truly diverse the music stylings of global artists can be.

American electronic music trio Major Lazer, Diplo, Jillionaire and Walshy Fire, will be on the hunt for three music stars to experiment with the Tuborg beat, a musical foundation, featured in the video below, that artists can make their own.

The first of three collaborations will feature Russian hip-hop star Scriptonite, who will look to tie the beat into his unique sound. The following collaborations will be announced 17 May.

Further down the line, tying off the campaign will be a Major Lazer gig in September for fans, in addition to the creation of content in which the band ‘bottle their sound’ by playing the Tuborg beat bottles – underlining the relationship the brand has with music.

DJ and Producer Walshy Fire, said: “Crafting one single beat to work for three ways with distinct sounds was a great creative process for us. This project allows us to broaden our spectrum with places and people that we usually don't get a chance to work with, as well as have those people come into our world and working with us in our environment.”

Ashvin George, global marketing manager at Tuborg, said: “With the Tuborg Open campaign and the creation of the Tuborg Beat, we’re embracing the explorative spirit of the brand, and Major Lazer, as one of the most collaborative artists in the world, made total sense as our creative partner. They’re known for bringing together different cultures, genres, and artists which reflects what our brand has done for decades.”

The initiative also invites creatives to experiment with the beat and get a taste of the new cultures to campaign looks to uncover in the brand’s key markets.

Earlier in the year, The Drum spoke to Vsevolod Nikolaev, global brand director at Tuborg, about how the lager has rebranded to be more in touch with music culture's pulse - he discussed how brands need to evolve their presence from basic music activations to more collaborative and interactive pursuits.

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