The rush to secure passes for the Heineken Refresh music event intensifies after 10,000 tickets are snapped up within 48 hours of the initial release, signalling an overwhelming demand for an experience that promises to redefine music discovery and elevate audience engagement.
True to its commitment to delivering fresh experiences, Heineken’s cross-genre global music campaign, ‘Refresh Your Music, Refresh Your Nights,’ is again shaking up the music scene, offering fans a unique journey of exploration and connection. This year’s campaign introduces innovative digital elements aimed at breaking the barriers of musical taste and encouraging listeners to broaden their horizons.
In March 2024, the campaign unveiled the Heineken Fresh List, a platform that captivates music enthusiasts with the opportunity to curate refreshing blended playlists on Spotify alongside friends and favourite artists. Unlike traditional algorithms, the Heineken Refreshing Algorithm intentionally introduces tracks outside common preferences, fostering a diverse and dynamic musical experience.
Accessible through the Heineken Refresh Hub platform, this unique algorithm empowers fans to blend their playlists with friends and beloved artists, including global EDM superstar Martin Garrix and local heroes Uriah and Ashley Lau. Weekly, a refreshing cross-genre playlist is generated, facilitating new music discovery and fostering connections among fans.
As anticipation reaches fever pitch, fans rush to secure their passes for the Heineken Refresh music event on June 15th at Sunway Lagoon Surf Beach. The rapid ticket redemption is expected to see a full house that can accommodate up to 16,000 pax, underscoring the event’s immense popularity and anticipation.
Utilising an anamorphic 3D billboard projected from the iconic Fahrenheit mall in the heart of Kuala Lumpur to tease the star-studded lineup, Heineken has unveiled global EDM icon Alok from Brazil as the headliner, making his debut appearance in Malaysia alongside regional superstars WUKONG, who brings his brand of Oriental Rave, and Malaysia’s very own iconic multivariate artist, Blink, beloved for his continuous style shifts charting into new territory with every stage performance.
With an eclectic mix of ground-breaking local, regional, and global artists spanning various genres who are introducing new sounds and pushing the boundaries of the music scene, attendees are in for a sensory journey accompanied by an immersive 360° audio-visual experience. Fans are sure to be inspired to break their musical bubbles and discover fresh sounds, elevating their experience at this unique Heineken® Refresh music event.
Willemijn Sneep, Marketing Director of Heineken Malaysia Berhad, shared her perspective on the campaign’s impact: “From the ground-breaking Heineken refreshed blended playlists on Spotify to the highly anticipated Heineken Refresh event, the campaign aims to reshape the music landscape and encourage enthusiasts to explore new sounds and encounters. Heineken Refresh transcends mere events — it’s revolutionising the music experience.
With music deeply embedded in Heineken’s DNA, we’re thrilled to activate Heineken Refresh for the second time around, building on the overwhelming response from our debut event in 2022.”
In a testament to Heineken’s spirit of innovation, the event will showcase an interactive live voting feature fittingly called the Heineken Music Takeover Moments.
By integrating LED wristbands with technology, attendees can synchronise or change colours in response to signals, allowing the crowd to collectively influence genre selections in real-time. This dynamic interaction serves to bridge the gap between artists and audiences.
Attendees can also expect a plethora of meaningful experiences, including performances by regional sensation WUKONG, celebrated for seamlessly blending ethnic Asian elements into captivating sets. Meanwhile, Malaysia’s highly-acclaimed Blink is expected to bring his signature fresh twist through a sensational collaborative performance featuring a 20-piece orchestra covering chart-topping EDM hits and then shift things up again with special guests Glenn Yong and Victoria.
Adding a playful and innovative dimension to the event is the Lab Master (avatar) character, who will actively mix various genres throughout the show, creating dynamic moments with the audience. The stage design, aptly named “The Music Lab,” embodies the fusion of different musical elements, further enhancing the overall experience.
Follow Heineken on Instagram and Facebook for updates and details for a sensational ride at Heineken Refresh!
Heineken and all these happenings are strictly for non-Muslims aged 21 and above. We’re all about being responsible – when you drive, never drink. Please #EnjoyResponsibly.
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