Budweiser unites with Tomorrowland, one of the world’s largest electronic music festivals, to bring exclusive music experiences leading up to and during the Belgian edition of the festival, running July 22 – 24, and reaching consumers all around the world.
This partnership with Tomorrowland allows Budweiser to bring to life its ambition to shape the future of music and have meaning at distinct moments in music culture by bringing people together through authentic and unique events, performances and promotions for music lovers. Budweiser has collaborated with the globally iconic Dutch DJ and producer, Tiësto, to launch a music video and original content to support his new track with Jauz, – called “Infected.” For those lucky enough to attend Tomorrowland, they will get to see and hear the song performed first hand, with the energy from the main stage.
The song was inspired by the transformation that happens to consumers when they are immersed by the energy of the experience and music at Tomorrowland – becoming infected by the music. Created and produced together by Tiësto and Jauz, the song captures the shared belief of Budweiser and Tomorrowland that music is the ultimate form of self-expression, with the ability to “infect the soul.” The song will be released on all platforms on July 15. The “Infected” track will be accompanied by an original music video that will be released in the days leading up to the festival.
Budweiser will help set the stage as Tiësto returns to Tomorrowland to give fans an epic performance of his infamous sets and new tracks. To bring the experience to life for consumers who can’t be in Belgium celebrating, Budweiser will be the exclusive partner to broadcast the Tomorrowland Live Stream online and in bars and clubs throughout the weekend. Additionally, in key bars and clubs in our markets around the world – the Tomorrowland experience will come to life with bar takeovers and special promotions.
“I always want my shows to feel like a once in a lifetime experience,” said Tiësto. “I want to give fans the biggest spectacle and most memorable moment of the whole festival. Budweiser is helping make that possible, by helping me amplify this special performance and giving festivalgoers a night full of surprises they won’t soon forget.”
“Tiësto always wants to do big, culturally impactful things,” said Andrew Goldstone, Tiësto’s Manager. “By teaming up with Budweiser, which is a brand that has a long history within global music culture, we are going to be able to share Tiësto’s music not only with the Tomorrowland festivalgoers but with fans worldwide in an exciting new way. We are really looking forward to his performance at Tomorrowland and we thank Budweiser for its strong and ongoing commitment to dance music.”
“We’re thrilled to partner with the leader in electronic music festivals – Tomorrowland, as they create unprecedented music experiences for fans around the world. As a global company engaging with an evolving and connected global consumer, our ambition is to create memorable and meaningful moments for and with them – whether that is providing them access to new music from their favorite DJ, money can’t buy experiences or simply elevating their beer experience on-site, we believe that consumers will be more engaged if we provide value back to them,” said Lara Krug, Global Director, Experiential Marketing. “Budweiser believes in the power of music to transform and is committed to creating authentic music moments that engage people across the globe.”
Beyond the Tomorrowland festival in Belgium, international markets will execute a series of local events against AB InBev’s global Tomorrowland sponsorship. The brands executing in international markets include, Jupiler, Beck’s, Budweiser, Quilmes, Cubanisto and more.
The twelfth edition of Tomorrowland will kick off on Thursday night as festivalgoers are invited into the Brew District. Nestled within DreamVille, a campground where 38,000 electronic dance music fans go to relax, enjoy and unite, the Brew District features an around-the-clock open bar, food trucks and boutique glamping huts. It was inspired by AB InBev’s world brands and the social experience of a bar to bring people together throughout the festival weekend.