MassiveMusic is the official music agency for Heineken worldwide. Our mission is to help Heineken to bring their music strategy to life in activations and events around the world.
In April 2012, Heineken asked us to participate in an unprecedented experiment to create a boundary pushing concept called the Heineken Open Design Explorations Edition 1: The Club, to be unveiled during Milan’s Salone Del Mobile Design festival.
Top international designers from various fields were hand-picked by Heineken to create this innovative venue, that would explore the ‘science of social engagement’ and build Heineken’s credibility in the design world.
Our role was to apply the musical strategy we conceived for Heineken to this exciting experiment.
Our aim: to supercharge this one-time evening with remarkable international musical talent.
How did we do it?
We identified and sourced an international line up of emerging, exciting artists with spectacular stage shows to help this concept club to explore the science of social engagement. The live shows were complimented by dj’s who would ignite the dancefloor of this innovative venue.
The artists were chosen from our own MassiveTalent roster, a music platform that aims to help unknown artists to launch their music careers by connecting them with the right brands, video games, television series or any other brands, video games, television series or any other opportunities that call for genuine undiscovered musical genius.
To reflect Heineken’s global focus - we curated international acts and dj’s who represented a diverse variety of musical flavors: I Can Chase Dragons from Mexico, Stay Ali from Sweden, Bronstibock from Holland and UhOh from
I Can Chase Dragons
Here’s what the artists had to say
I thought Heineken's Milan concept club project was a real highlight...Ambitious in scope and extremely well executed, it really moved the brand forward and positioned it as a defining force within the design world. I was particularly impressed by the brand's approach to mentoring and nurturing new design talent.
The musical talents from the MassiveTalent platform really enhanced the club's progressive and surprising character. In our journey to design a vision of the future Club, we experienced in MassiveMusic the perfect musical creative partner to find DJ's and musicians pushing the boundaries of night-life. Heineken and MassiveMusic both love to open up for rising creative talents to challenge conventions, which delivered a week of inspiring and energizing club-nights during Salone 2012 in Milan.
- Caroline van Hoff (Concept Development Manager On-Premise / Global Commerce,
Heineken Brand with Heineken International)
‘Feel The Rhythm’, Def La Desh
‘What’s Going On’, Marvin Gaye
Making the cut