Budweiser Unites with Tomorrowland and Tiësto
Budweiser unites with Tomorrowland, one of the world’s largest electronic dance music festivals, to bring exclusive music experiences leading up to and during the Belgian edition running July 22 – 24, and reaching consumers all around the world. This partnership with Tomorrowland allows Budweiser to bring to life its ambition to shape the future of music and have meaning at distinct moments in music culture by bringing people together through authentic and unique events, performances and promotions for music lovers. Budweiser has collaborated with the globally iconic Dutch DJ and producer Tiësto to launch a music video and original content to support his new track featuring JAUZ – called “Infected.” For those lucky enough to attend Tomorrowland, they will get to see and hear the song performed first hand, with the energy from the main stage.
“We’re thrilled to partner with the leader in electronic music festivals – Tomorrowland, as they create unprecedented music experiences for fans around the world. As a global company engaging with an evolving and connected global consumer, our ambition is to create memorable and meaningful moments for and with them – whether that is providing them access to new music from their favorite DJ, money can’t buy experiences or simply elevating their beer experience on-site –we believe that consumers will be more engaged if we provide value back to them,” said Lara Krug, Global Director, Experiential Marketing. “Budweiser believes in the power of music to transform and is committed to creating authentic music moments that engage people across the globe.”
Infected: an exclusive track developed by Tiësto feat. JAUZ in collaboration with Budweiser
Budweiser will kick off the festival by releasing an exclusive track by Tiësto feat. JAUZ titled “Infected.” The song was inspired by the transformation that happens to consumers when they are immersed by the energy of the experience and music at Tomorrowland – becoming infected by the music. Created and produced together by Tiësto and JAUZ, the song captures the shared belief of Budweiser and Tomorrowland that music is the ultimate form of self-expression, with the ability to “infect the soul”. The “Infected” track will be accompanied by an original music video that will be released in the days leading up to the festival.
AB InBev takes over DreamVille to create the Brew District
The twelfth edition of Tomorrowland will kick off on Thursday night as festival goers are invited into the Brew District. Nestled within DreamVille, a campground where 38,000 electronic dance music fans go to relax, enjoy and unite, the Brew District features an around the clock open bar, food trucks and boutique glamping huts. It was inspired by AB InBev’s world brands and the social experience of a bar to bring people together throughout the festival weekend.
Tiësto gives fans a performance to remember at Tomorrowland
Budweiser will help set the stage as Tiësto returns to Tomorrowland to give fans an epic performance of his infamous sets and new tracks. Tiësto, who is one of the world’s best known DJs, will ignite Tomorrowland giving festival goers a musical experience to remember.
“I always want my shows to feel like a once in a lifetime experience,” said Tiësto. “I want to give fans the biggest spectacle and most memorable moment of the whole festival. Budweiser makes that possible by helping me amplify my live experience and giving festival goers a night full of surprises they won’t soon forget.”
“When I began working with Tiësto, he made it clear to me that he wanted to be more ambitious and do bigger, culturally impactful things,” said Andrew Goldstone, Tiësto’s Manager. “By teaming up with Budweiser, which is a brand that has a long history within global music culture, we are going to will be able to share Tiësto‘s music not only with the Tomorrowland festival goers but with fans worldwide in an exciting new way. We are really looking forward to his performance at Tomorrowland and we thank Budweiser for its strong and ongoing commitment to dance music.”
Beyond the Tomorrowland festival in Belgium, international markets will execute a series of local events against AB InBev’s global Tomorrowland sponsorship.
Content series for consumers to enjoy Tomorrowland experiences wherever, whenever
Tomorrowland Belgium, and other festivals across the world, are traditionally only experienced by those who are lucky enough to go. However, Budweiser is now able to connect with a global audience by bringing the Tomorrowland experience to them through UNITE – The Mirror to Tomorrowland. UNITE will simultaneously take place in seven countries around the globe and will enthrall audiences with a live stream of Tomorrowland from Belgium. In India Tomorrowland UNITE is scheduled to take place on Saturday 23rd July at the Gachibowli Indoor Stadium in Hyderabad, India. It will feature an excellent lineup of homegrown artists such as Lost Stories, Anish Sood, Kerano, B2B Joshi and Candice Redding; who will build up the energy before the full sets of Nicky Romero, Afrojack and Dimitri Vegas and Like Mike are streamed directly from Belgium.