Global Music Platform

As Heineken®’s global music partner, MassiveMusic works across campaigns, platforms and activations to create meaningful moments that connect audiences with the brand, and with each other. From licensing world-famous tracks for global films to building cross-genre live experiences, we help Heineken® remain creatively consistent and culturally relevant.

Refresh Your Music, Refresh Your Nights

MassiveMusic is the driving force behind Heineken®’s Refresh Your Music, Refresh Your Nights: a global music platform designed to push fans beyond their algorithm-driven music bubbles. The platform introduces fans to new music experiences by intentionally curating tracks outside common preferences.

The campaign included global acts like The Chainsmokers alongside local artists swapping music styles to deliver a one-of-a-kind experience for fans both digitally and live.

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The Refresh Takeover

We evolved the platform by introducing the Refresh Takeover, an interactive live format that turns fans into collaborators.

Audiences vote in real time on the direction of the music using colour-changing wristbands, allowing DJs and artists to respond instantly to the room. Supported by localisable AI-generated virtual MCs and advanced colour-detection technology, the experience is capable of scaling globally while remaining flexible for local markets and venues of any size.

Heineken K-pop brand activation with lit concert wristbands and a roaring crowd at the stage.
"We aim to create more than just music discovery with the platform. It’s about experiences that bring music fans together by enabling active participation and making them the stars of the show."
Carmen ChongGlobal Sponsorship Manager, Heineken®
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Impact

Year 1:
Engaged over 80,000 fans at events across 7 APAC markets

Year 2:
Activated an additional 30,000 fans at 2 owned events across 5 APAC & Europe markets.

Crowd at a Heineken music event brand activation lit with bright concert lighting and pyrotechnics, also showcasing the signature can.
Iconic Campaigns & Product Launches

While live experiences are a key pillar, our partnership with Heineken® extends far beyond them. We’ve shaped sound for some of the brand’s most high-profile global campaigns, using music as a powerful tool for connection, not as an afterthought.

Heineken® Countdown

Over the past few years, MassiveMusic has partnered with Heineken® Vietnam and their agency teams on their New Year's Eve celebrations, helping deliver shows that integrate international EDM DJs alongside Vietnam's most loved pop artists.

We advised on how international artists like Alan Walker and W&W could headline the moment, worked end-to-end with artist teams, and supported campaign development and roll-out.

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Heineken® Silver

For the launch of Heineken® Silver, MassiveMusic helped translate the brand’s ice-cold brewing process into sound, flipping an iconic 80s track into a fresh, modern remix that captured the campaign’s “switch moment” and sense of instant refreshment.

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Heineken®: 150 Years Of Whateverken

To celebrate 150 years of Heineken®, we licensed “Ça Plane Pour Moi”; a playful, irreverent track that perfectly matched a campaign built around the brand’s global mispronunciations, adaptations and unmistakable self-confidence.

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Heineken® 0.0: The Best Driver

For Heineken® 0.0’s global responsible drinking campaign with Max Verstappen, we licensed The Beatles’ “Drive My Car”, giving the legendary track a modern edge while preserving its cultural weight (a project personally approved by Sir Paul McCartney).

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Awards

Cannes Lions 2024:

  • Gold in Direct | Social Behaviour & Cultural Insight for Heineken®: 150 Years of Whateverken

  • Silver in Direct | Personalised Campaigns for Heineken®: 150 Years of Whateverken

  • Bronze in Creative Strategy | Multi-Market Strategy for Heineken®: 150 Years of Whateverken

Clio Awards 2023:
Silver in Digital/Mobile for Heineken® Silver

Cannes Lions 2022:
Silver in Digital Craft | Data & Technology | Immersive Experiences & Other Technology for Heineken® Silver

ADCI 2020:
Gold in Film for Heineken®: Cheers To All

Eurobest 2020:
Bronze in Film for Heineken®: Cheers To All

Press

Campaign Brief Asia ↗

Adobo Magazine ↗

Stash Media ↗

Ads of the World ↗

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