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.