MUSICALLY DRUNK ON “TUBORG OPEN”

To cut through the sheer noise made by the various brands it takes something special. Collaboration is a great way of exchanging global markets, and being a product, an artist, or any entity for that matter. In the recent times, both brands and artists are open to experimentation and collaboration. This has resulted in the discovery of newer methods to engage with the artist and brands.

In April 2017, Danish lager brand Tuborg unveiled details of a new music campaign which follows global music trio Major Lazer on a journey of cultural discovery in collaboration with three different artists from three different countries. Indian Punjabi Rap artist, Badshah, famously known for the super hit song “DJ Wale Babu” is also one of the artists you’d catch in this journey of cultural discovery with Major Lazor. The campaign, called ‘Tuborg OPEN’, aims to encourage music fans to explore and discover new global sounds – just as the trio, Diplo, Jillionaire and Walshy Fire, will be doing with an original three-track series that were revealed in June 2017. Hot and energetic, the guys at Major Lazer say it sounds like “firing piranhas” and “a Barbeque in Death Valley”. 

The idea for Major Lazor as a producer was to create something very basic that promotes collaboration, and have sounds that leaves space for each of the artists to create something unique ensuring less complexity music-wise.

Ashvin George, the global marketing manager at Tuborg, said: “With the Tuborg Open campaign and the creation of the Tuborg Beat, we’re embracing the explorative spirit of the brand, and Major Lazer, as one of the most collaborative artists in the world, made total sense as our creative partner. They’re known for bringing together different cultures, genres, and artists which reflect what our brand has done for decades.”

"They gave me the opportunity to spread the beat sonically, as well as vocally which is amazing. There is going to be a lot of influence, and it will be very organic” - Said Badshah. While we await the final track, it is expected to have a universal flavour of Major Lazor and Indian tunes of Badshah to it.

Catch Badshah unboxing “Tuborg Beats” Here

Here’s what we can learn from Tuborg’s latest music campaign

Music marketing has proven to go a long way. The catch here is that it has to be a long term association between the brand and the artist. One of the main reasons to use music in a brand’s marketing is visibility. From small social campaigns to lifelong endorsements, marketing with music will increase a brand’s visibility. Engagement & loyalty is what is certain to gage when a brand goes forward with music marketing. Music fans are loyal, and it’s a great way to capitalise on that for a brand. Like I have mentioned earlier, it takes something unique to be the loudest brand midst all the noise in the global market. When a brand finds their musical half, they are ought to stand out. There are plenty of reasons why a business should consider using music in their marketing like Tuborg did. Increased visibility from a highly engaged audience of consumers, is the way to go forward. Click here to read "7 Reasons Why Your Brands Should Use Music In Your Marketing"

Using local and regional artists too could be a great alternative to expensive national/international artist campaigns. Working with emerging artists can also lead to new and exciting opportunities to grow with musicians. 

We are extremely excited to hear the Tuborg sound created in collaboration with our DJ Wale Babu and Major Lazor! Watch this space for latest trends and news on the business of music in India.