Campaign / 2016
UNCAGING ASIAN MUSIC
No beer brand has successfully championed music culture in Asia.
Music in Asia is dictated by commercial music, traditional songs & pop idols. On the other hand, amazing talents from the streets of Asia struggle to get their voices heard.
“We need to make it overseas, so we can come back and make it here.”
Darren Ashley, KL-Malaysia
Tiger Jams, a platform that helps undiscovered artists stand out and connect them with their local audiences. We created a series of collaborations between the best of Asia's musicians and streets artists.
A 6 months project, 3 markets (Thaïland, Malaysia, Mongolia), 12 street concerts, 6 music videos, over 5 million views. But more importantly, we brought bands from the shadows to the international stage. Instead of always turning their heads to the West or the East, we got people to listen to their own local talents.
RUN, BABY RUN
a collaboration by MIRRR (TH) x Somkiat (TH) x Eyedropper Fill (TH)
HOME TO YOU
a collaboration by Rozella (MY) x Darren Ashley (MY) x FLEX (MY)
a collaboration by MONKEY BUSINESS (TH) x POLYCAT (TH) x DUDESWEET (TH)
a collaboration by Donamarie (MY) x Tonick (HK) x Kenji Chai (MY)