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Desperados, HEINEKEN’S tequila flavoured beer brand, again pushed the boundaries of wild experiments in music by teaming up with KiNK, legendary Bulgarian producer and DJ, to create the world’s first, international DIY sound system performance.

KiNK played the role of DJ, conductor and producer, by using custom built sound systems as instruments and global music influencers as musicians, to produce an unorthodox assortment of sounds. This inspired KiNK to create the exclusive track “I Can See Through You” in real time.

Desperados Sound Stage: W.T.F. (Watt The Frequency), is the fifth act in a series of unique music experiences, which saw 300 partygoers descend upon Amsterdam’s Sugar City to take part in an interactive live party for music lovers, directed by KiNK. Amsterdam-based ideas company WE ARE Pi created the multi-act campaign called “Release Your Inner Tequila” for Desperados.

Each sound system was sourced from the local music scene of its country of origin, including Germany, Netherlands and the UK, to create a truly global sound. Using materials such as faders attached to organs, electronic oil drums and even disused cars, the distinct medley of sounds, under KiNK’s direction, came together to create one exceptional track.

“Desperados Sound Stage was wild. I’ve never had the chance to experiment with such unique sound systems before,” said KiNK. “There were moments when the sounds and music worked perfectly together and of course a few mistakes along the way, but that is the spirit of DIY music, breaking the rules because there are no rules to break!”

Anna Bizon, Global Brand Director, Desperados, said: “As nightlife culture continues to evolve, millennials want more from their nights out and have shown a thirst for experimentation, immersive experiences and DIY nights. At Desperados we see our acts as opportunities to encourage this mindset, while also celebrating the people that move the music world forward creatively. The DIY style of Sound Stage brought together skills, sounds and passions from all over the world, resulting in a truly collaborative and unique track.” like previous campaign installments, is a prime example of how Desperados and WE ARE Pi are pushing the boundaries of innovation.”

MADEIT CREDITS

Project featured: on 14th May 2018 Contributor:

Jack Morton Worldwide has been a Contributor since 25th November 2015.

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Desperados DIY Sound Stage

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