Budweiser introduces its global music platform ‘What’s Brewing’ for the 1st time in India
The event to showcase an eclectic line-up of eleven artists performing on three different stages
on 30th September at Hauz Khas Social in Delhi
As part of their recently launched campaign, ‘Always Brewing’, Budweiser is set to bring its international music property ‘What’s Brewing’ for the 1st time to India. Budweiser’s What’s Brewing is scheduled to take place in New Delhi on 30th September in Hauz Khas Social and will showcase a never-before-seen mix of 11 outstanding performances and experiences under one roof. The line-up will feature some of the biggest names in the electronic music space like BLOT, Anushka + Agent, Progressive Brothers, Paraphoniks, Frame/Frame, SICKFLIP, Zaeden and Kerano.
The 1st edition of ‘What’s Brewing in Delhi’ promises to offer an incredible experience to all electronic music lovers by showcasing “What’s brewing in the world of music”. The concept will take the Indian audiences on a journey across the world of different sensations, moods, experience and genres.
Focusing on the core theme of the campaign ‘Always Brewing’, the event will captivate audiences with three separate stage set-ups namely THE UNDERGROUND, THE GHETTO and THE CLUB – each being completely different and unique to one another, showcasing a different genre of electronic music.
Inspired by an underground techno scene in Berlin; the first stage- THE UNDERGROUND will feature electronic music with minimalist techno. This stage will include splendid performances by Paraphoniks, FRAME/FRAME and BLOT. The 2nd stage- THE GHETTO will present the New York style of Hip Hop music and will have performances by Anushkha + Agent and SICKFLIP. The last stage- THE CLUB takes its inspiration from Amsterdam style clubs and will see artists like Progressive Brothers, Zaeden and Kerano spin their take on Electronic House music.
Speaking about the maiden edition of the music property, Vineet Sharma, Associate Marketing Director, AB InBev India said, “What’s Brewing has been really well received by consumers in our international markets and we wanted to introduce this unique platform to India. This event brings India on the map of similar music experiences happening in cities like New York, Berlin, London. This furthers our agenda of always brewing something new and fresh for our target audience.”
He further added, “With ‘What’s Brewing in Delhi’ we want to provide authentic music experience to our fans in India. We would like to create an atmosphere that not only elevates the consumer’s on-site experience but also helps them connect with music at a much deeper level. We want this to be the gold standard of Indian music scene where great talent such as the current lineup for What’s brewing, can be showcased.”
Budweiser is also hosting a special contest on their social media platforms where budding electronic music artists stand a chance to perform at ‘What’s Brewing in Delhi’. Artists who wish to enter the contest can participate by uploading a 30-minute set on Soundcoud. The headlining acts for each stage will select the best set and announce a winner. The winners for each genre will get an opportunity to play the opening set before some of the biggest names in Indian electronic music take stage. (Link for additional details on the contest- http://wmsentertainment.in/whatsbrewingcontest/)
Budweiser was introduced by Adolphus Busch in 1876 and is still brewed with the same care and high-quality, exacting standards. What began as an American original 140 years ago is a global brand today, enjoyed by consumers in 85 countries. In accordance with its original recipe, this great American lager is aged over beechwood chips for 21 days which results in a perfectly balanced flavor and a crisp, clean refreshing taste. Budweiser is considered the world’s most valuable beer brand.