THE BRIEF

Create a cultural moment with a series of electronic music events that bring together street culture and sound. The campaign had to unite Beatport and Miller’s multi-territory comms teams under a single, youth-driven vision.

MISSION : Miller wanted to connect with 25-30 year olds and be embedded firmly into global youth culture.

WHAT WE DID

Deep dive into the audience ideologies and cultures, aligning one human truth that would unite our global communities. Giving opportunities to up and coming talent, freedom of self-expression and electronic music was consistent across this demographic.

In partnerships with Miller and Beatport, we supported the Miller Mix Tour to shape a campaign activating at six territories - Turkey, Kazakhstan, Georgia, Hungary, South Africa, and Australia. The campaign consisted in a competition and event series for independent DJs and produces to pursue their electronic music dreams. Producers and DJs from each territory entered their music for the chance to win a commercial and training grant and to perform at one of the six territories.

The campaign was activated through a major media partnership with Hypebeast, local music grassroots collectives and top tier electronic talent for each market. Each territory supported the events and competing through earned and paid media, influencers and talent social support.