Brands Supporting Emerging Music: 001

Boiler Room x Budweiser: What’s Brewing

Budweiser partnered with Boiler Room and hosted a series of events around the globe, from Madrid to India. The general consensus has been very positive and it’s great to see the brand supporting new markets like India where electronic music is now one of the most popular genres.

They also created “My Way” - described as a six part series of short films, where they talk to some of the amazing artists who have performed at the Budweiser x Boiler Room | What's Brewing events globally.

Levis Music Project

The Levi’s Music Project is a global platform that collaborates with the world’s most relevant artists to provide access to music and inspire the next generation of creators.

As part of the Levi's® Music Project, Levi's® and Skepta partnered to establish a community youth music facility in the heart of Skepta's hometown of Tottenham, North London.

Skepta was a natural choice as someone that embodies the modern day independent spirit and the perfect mentor to show young people what it means to be an artist in the modern digital age. It has now expanded to Birmingham and Manchester with more leading artists supporting the cause.

Netflix x GRM Daily: The Ghetts Down

A recent campaign with Netflix where GRM Daily had a leading musician (Ghetts) giving fans a chance to win a day in the studio with the artist. Fans were encouraged to send their freestyles and this generated tons of UGC. When the audience visited the digital channels they were also exposed to full web-takeovers from Netflix and their latest show (The Get Down).  The campaign was a great example of how you could promote a new show whilst also providing a platform to help talent gain exposure. The creative execution was completely aligned as well which made this project stand out in terms of authenticity.

Pepsi The Sound Drop

Pepsi announced the launch of The Sound Drop, a new music platform, in partnership with iHeartMedia, Shazam and MTV, that will provide emerging artists with a powerful stage to promote their story, share their art and connect directly with their fans.

Burn Residency

The world’s biggest DJ competition, BURN Residency , seeks out the best-undiscovered talent from across the globe. BURN Residency offers undiscovered DJ talent the opportunity of a lifetime, a career jump-start that puts them onstage in a European city as well as a 5 weeks Residency in electronic music mecca, Ibiza.

The crowned winner will receive a €100,000 contract – a direct investment into their new career as an emerging DJ. Each stage of the competition will be judged by a panel of industry experts and international DJs. BURN Residency has seen guest mentors and judges such as Carl Cox, Pete Tong, John Digweed, Maceo Plex, Steve Lawler, Luciano and Jamie Jones invest their time into the competition and offer candidates tips and tricks on how to build a successful DJ career.


Mountain Dew Green Label Sound: Open Call

A national search for the next up-and-coming musical talent. Through a collaboration with SoundCloud and with the support of former Green Label Sound artist RAC, the contest was designed to give emerging artists a stage for exposure. The contest winner will receive a $50,000 grant to record an EP, the ability to tap RAC for career advice, a music video and an opportunity to take the stageat the Green Label House during South By Southwest (SXSW).

“So many of today’s biggest artists began their careers by simply uploading their music and sharing it online,” said Greg Lyons, Vice President of Marketing, Mountain Dew. “Through Green Label Sound, Mountain Dew has a rich history of giving emerging artists the support and platform they need to make it big.  We are proud to continue that legacy, and to be part of introducing the world to the new sounds that will continue shaping youth culture.”

It comes as no surprise that an experiential marketing pioneer like Mountain Dew would champion the cause of supporting emerging musical talent. It makes good business sense because it provides great content for Mountain Dew’s marketing efforts. It feeds itself, in a way. As the artist’s career blossoms, the growth in the artist/brand partnership creates an authenticity that traditional campaigns can only dream about.


Tuborg Beer: The Tuborg Beat

Snce 1880, Tuborg claim they have been enabling collaboration and discovery across the globe. For the next chapter in their musical quest, Major Lazer has created the Tuborg Beat, which they have sent off to travel the world, serving as a basis to inspire many other artists

The files from the “beat” have been passed on to artists all over the world who, inspired by their respective hometowns, will create their own song: whether it’s by mixing it with a sitar or blending it with bagpipes. Collaboration is the name of the game.

Coors Light - My Climb. My Music.

Coors Light's launched a new initiative to highlight emerging and under-the-radar artists in 10 key cities across the U.S. The program also explores the unique careers of these musicians through documentary-style videos about how their "climb" has defined them as artists.

Music Audience Exchange (MAX) provides the underlying data and tech behind the initiative, and has partnered with Coors Light to identify the artists and music experiences that will most appeal to multicultural millennial music fans.


Kopparberg: Urban Forest

One of the best pop up activations of the year according to our team. Kopparberg Urban Forests featured across key festivals in the UK, featuring up and coming talent


NME & Thatchers: The Emerging Artists Project

A nationwide search for the best undiscovered talent in the UK. The campaign represents the second phase in Thatchers’ ‘What Music’s Supposed To Sound Like’ activity.

Giving emerging artists the chance to be heard, get noticed and get paid, the campaign sees NME give the winning artist exposure to a global audience of music fans, with cross-platform support – from press coverage through to an EP release.

Emerging artists submit one original track to NME with the guarantee that they will be listened to and will receive feedback. NME’s new music reporter Tom Smith will pick an artist that brings to the competition the most exciting, unique and fresh sounds of any genre. The winner will receive studio time worth £10k during which a four-track EP will be recorded and produced with mentor Murkage Dave (collaborator of Mike Skinner / Tonga / NEKFEU).


Moet Hennessy & Abbey Road Studios: Masters of Potential

Moet Hennessy has lined up a partnership for its namesake VS Cognac iteration with Abbey Road music studios in the UK, the new project falls under their 'Masters of Potential' campaign.

The company said that the 'Masters of Potential' initiative will see two artists from different backgrounds come together to record live-to-vinyl in the studios. The first pairing is between Mancunian soul singer JP Cooper and musical poet Kojey Radical.

Converse Rubber Tracks

Converse Rubber Tracks offers up-and-coming bands recording time in 12 legendary studios. The massive scheme sees musicians from 28 different countries offered free studio time. More than 9,000 bands and artists around the world applied, with that total whittled down to 84. Abbey Road Studios, Sunset Sound in Los Angeles and Tufff Gong were among the first to get involved. As part of the Converse Rubber Tracks studio takeover, the selected acts will record alongside a team of experienced producers and sound engineers during one- and two-day sessions. After completing their studio time, each act will retain all the rights to their music.


Jack Rocks 7

New for this year, Jack Daniel's will debut Jack Rocks 7, which will see the brand bring a handpicked group of seven emerging bands to four festivals this summer.

Marriott Hotels / Aloft Hotels

Giving up-and-coming musicians a chance to be mentored by Grammy-nominated, multiplatinum-selling artist Gavin DeGraw

Music-lovers will once again be able to come together and enjoy stripped-down performances from the next big acts in music as Aloft Hotels announces the launch of its 2017 Live At Aloft Hotels Tour. With a focus on both established and emerging artists, the brand is also kicking off the 8th Annual Project: Aloft Star Competition, a global contest to identify and elevate tomorrow’s hottest artists.


 Ballantines x Boiler Room: Stay True Journeys

Brought to you by Boiler Room and Ballantine’s Scotch Whisky, Stay True Journeys is a global series of live broadcast events featuring past, present and future legends of the world’s most authentic music scenes + one-off documentary films exploring the Stay True stories of the culture, characters and cities that define them.


Carhartt x Mahogany Music

WhatUpDoe - Carhartt WIP created a small and soulful collection in cooperation with none other than Detroit’s finest Kenny Dixon Jr aka Moodymann.  

Together with Carhartt WIP the long standing DJ and producer that is globally famed for pioneering his own house and genre-bending electronic music productions, jaw-dropping remixes, unique DJ skills and groundbreaking record labels like KDJMahoganiNFD and Private Collection, now launches a compact clothing collection.


Relentless Studios

Relentless launches music studio in London to support up and coming artists

The building houses an event space, a meeting room and music studios that are open to the public as well as a retail space selling Relentless merchandise.

It has already hosted a range of events including the Relentless Kerrang! Awards nominations and the Fryars album launch.