Danish lager brand Tuborg first unveiled a new music campaign which follows global music trio Major Lazer on a journey of cultural discovery last year. Now that journey will take American electronic dance music trio, which includes record producer Diplo, and DJs Jillionaire and Walshy Fire to Nairobi, Kenya.
The campaign, called ‘Tuborg OPEN’, aims to encourage music fans to explore and discover new global sounds. The group, who have previously collaborated with MØ and Justin Bieber on massive hits, will use a beat that they created for Tuborg, which was released in April 2017, as the basis for each collaboration which will celebrate diverse music styles.
And it’s this explorative and international spirit which united the brand with Major Lazer and was the inspiration behind the Tuborg beat.
‘Crafting one single beat to work for three ways with distinct sounds was a great creative process for us’ says DJ and Producer Walshy Fire. ‘This project allows us to broaden our spectrum with places and people that we usually don’t get a chance to work with, as well as have those people come into our world and working with us in our environment.’
‘Going into these markets is a whole brand new experience for us’ added DJ and Producer Jillionaire. ‘So it’s just really about trying to learn something from them, about what they’re doing and to see how we can incorporate that into the music that we’re making with them, joining forces to do something that’s much bigger. It’s really cultural immersion in its purest form.’
DJ and Producer, Diplo hopes the collaborations will inspire people. He said, ‘We know that great things happen when people are open to new influences and sounds. Hopefully we’ll inspire music fans to be open, explore more, and be inspired by new cultures.’
Major Lazer is set to perform in Nairobi, Kenya on 6th of October, 2018.