BUDWEISER MUSIC
Electronic Music Series
CREATIVE DIRECTION | VIDEO PRODUCTION | Strategy
In 2016, AB Inbev had positioned itself as the brand that owned Electronic Music globally. With multiple talent signings and festival sponsorship, the brand wanted to support the growing music movement by creating authentic content for the community and the culture.
A global Electronic Music series was created, utilizing a mix bag of formats that covered all aspects of the culture around the world. The objective was to create a network of shared content from multiple markets. As the series producer for the APAC region, we created an adaptation of the series for three countries (China, India, Vietnam). This project spanned over two years, multiple cities, creating over 20 episodes of content for the Asia region.
The VIBE Show
(China Market)
At the time, electronic music in China was celebrity driven. We adapted this local series to be focused on the big names as they traveled the globe to the biggest EDM festivals.
The Vibe Show - Teaser
Tiesto at Storm (Shanghai)
Li LiYang Journey to TomorrowWorld (Atlanta)
TOMORROWWORLD FAN VOX
JANE ZHANG ON VIBE TOUR
DA ZHANGWEI EXPLORES THE BEST OUTFITS AT TOMORROWLAND(BELGIUM)
JANE ZHANG AND JACK NOVAK - THE STORY BEHIND 808
JANE AND JACK PERFORMING LIVE AT TOMORROWLAND
The BEAT OF CELEBRATION Show
(VIETNAM Market)
Electronic music was still nascent in Vietnam, but certain young talents were taking the lead in the culture. This local series was focused on the BUD J’s, Budweiser’s hand picked young stars as they compete for a chance to meet their idol Tiesto.
The MADE Show
(India Market)
India was the most developed market, electronic music culture was fully blooming. This local series was focused on fan culture globally and locally.