Kuala Lumpur – After two successful events with Hardwell, DVBBS and Dash Berlin, Heineken® Live Your Music continues with the first in a new series of collaborative projects with creative tastemakers from across Malaysia. Designed to shine a light on a new generation of talented music obsessives, the series launched with Live Your Music hosted by the OBSCR Cup at 3pm on Sunday 19th June at Makespace, Quill City Mall.
Heineken® Music’s freshest creative platform, Heineken® Live Your Music reflects a worldwide paradigm shift in music tastes and the way we weave music into every aspect of our lives. A global movement that uses our collective passion for experiencing music as its foundation, Live Your Music seeks to uncover the music inspirations that lie at the heart of our daily lives.
The first instalment of this creative series kicked off with Live Your Music hosted by OBSCR Cup, a collaboration between Heineken® and OBSCR, the sport-inspired fashion label co-founded by Ethan Curzon, one half of pioneering Malaysian EDM partnership BATE. Taking its inspiration from word-of-mouth sporting events in Japan, OBSCR Cup featured four fashion and sport related teams facing off to take home the Cup.
Heineken® Live Your Music hosted by OBSCR Cup remixed the conventional concept of a music event, serving up music and DJs surrounded by food, active lifestyle, fashion and creative installations
“Heineken® Live Your Music is designed to take its consumers beyond the normal format of music events, where they are traditionally spectators, and invites them to take a more active and participatory role. Live Your Music hosted by OBSCR Cup is the first in a series of events that will see both hosts and guests taking more ownership of the events as we build towards a more fully realised music experience. As a brand, we believe that when it comes to music, you can’t just listen to it, you have to live it,” said Loh Ee Lin, Marketing Manager of Heineken® Malaysia.
Adding a music themed design flourish to the night, local artists Leonard Leao (@loookis) and Kickatomic Creative’s Jaemy Choong (@jaemyc) previewed exclusive pieces for Live Your Music. Challenged to work with lightboxes for the first time, both artists responded with bursts of eye-popping colours. Already famous on Instagram for his movie themed mash-ups, Kickatomic’s Jaemy’s ten-foot square tiled piece took his well-known branded insect concept and extended It to represent different musical styles, giving extra legs to genres like EDM and indie.
Fashion illustrator Leonard Leao (@loookis) chose a series of music icons to restyle in psychedelic style. Blurring the edges in a nod to the hypnotic appeal of these enduring stars, Leao tackled newly missed artists like Prince and David Bowie, as well as Bjork, Madonna and Michael Jackson.
In the end it was fashion label OBSCR’s own team that emerged victorious following tense matches in the indoor football mini-tournament, beating outfits from tastemakers and urban creatives including Goldsounds (music), Pestle & Mortar (fashion) and Masses (fashion). The level of competition was high as fans holding ice cold Heineken Beer cheered on their favourite team. Each team provided its own DJ, with each jock playing for one half of each of their team’s matches. This created a shifting musical environment to buoy their own team and psyche out the opposition.
Rounding off the event were items from the latest OBSCR collection and the delicious snacks and food creations courtesy of Chef Sufiz of Kulcats.
For more information and announcements on developments from Heineken® Live Your Music, visit www.heineken.com.my or follow @heinekenmy on Instagram.
Kuala Lumpur – After two successful events with Hardwell, DVBBS and Dash Berlin, Heineken® Live Your Music continues with the first in a new series of collaborative projects with creative tastemakers from across Malaysia. Designed to shine a light on a new generation of talented music obsessives, the series launched with Live Your Music hosted by the OBSCR Cup at 3pm on Sunday 19th June at Makespace, Quill City Mall.
Heineken® Music’s freshest creative platform, Heineken® Live Your Music reflects a worldwide paradigm shift in music tastes and the way we weave music into every aspect of our lives. A global movement that uses our collective passion for experiencing music as its foundation, Live Your Music seeks to uncover the music inspirations that lie at the heart of our daily lives.
The first instalment of this creative series kicked off with Live Your Music hosted by OBSCR Cup, a collaboration between Heineken® and OBSCR, the sport-inspired fashion label co-founded by Ethan Curzon, one half of pioneering Malaysian EDM partnership BATE. Taking its inspiration from word-of-mouth sporting events in Japan, OBSCR Cup featured four fashion and sport related teams facing off to take home the Cup.
Heineken® Live Your Music hosted by OBSCR Cup remixed the conventional concept of a music event, serving up music and DJs surrounded by food, active lifestyle, fashion and creative installations
“Heineken® Live Your Music is designed to take its consumers beyond the normal format of music events, where they are traditionally spectators, and invites them to take a more active and participatory role. Live Your Music hosted by OBSCR Cup is the first in a series of events that will see both hosts and guests taking more ownership of the events as we build towards a more fully realised music experience. As a brand, we believe that when it comes to music, you can’t just listen to it, you have to live it,” said Loh Ee Lin, Marketing Manager of Heineken® Malaysia.
Adding a music themed design flourish to the night, local artists Leonard Leao (@loookis) and Kickatomic Creative’s Jaemy Choong (@jaemyc) previewed exclusive pieces for Live Your Music. Challenged to work with lightboxes for the first time, both artists responded with bursts of eye-popping colours. Already famous on Instagram for his movie themed mash-ups, Kickatomic’s Jaemy’s ten-foot square tiled piece took his well-known branded insect concept and extended It to represent different musical styles, giving extra legs to genres like EDM and indie.
