Heineken® unlocks the power of the crowd to Live Your Music

Today, Heineken® launches Live Your Music, a new concept that is built on the collective passion fans have for music experiences. Heineken® knows that when people come together through music, incredible moments can happen. Debuted at Sea Sessions festival in Donegal last month to a sold-out audience, Heineken® Live Your Music hands over control to the crowd, empowering them to program the lighting, the visuals and the atmosphere… with a few surprises thrown in.

 Live Your Music will be brought to life at some of the country’s biggest music festivals, including Longitude, Indiependence and Electric Picnic. It will also be prominent at Heineken’s® partnered venues including 3Arena, The Academy and The Olympia Theatre, as well as in select music pubs.

 On July 14-16, Live Your Music will descend on Longitude in Marlay Park with a fully responsive, custom-built space featuring DJs and collectives from the worlds of house, disco, hip-hop and R&B, including Lui Rwego, Bobofunk & District Magazine.

 In a brand first, Heineken® Live Your Music will use innovative technology to gauge the energy of the crowd by tracking noise levels, body movement and heat. The more energy unleashed by music fans, the more experiences will be unlocked.

 Throughout the weekend, music fans and their friends can control the sounds, mood, visuals and more, in the interactive Live Your Music Rooms.

 The Club gives festival-goers the chance to create their own bespoke nightclub experience, using a custom-built Heineken® control panel to choose the essentials of a great club experience - the music, strobes, smoke and visuals.

 Inside The Music Box, festival-goers can create music using hidden drum pads, synth triggers and samples, collaborating to produce the soundtrack to their festival experience.

 Furthermore, In Scope uses innovative GIF-capturing technology to allow music fans become part of the show, selecting and broadcasting their images through giant LED screens on-stage.

Heineken Live your music Crowd visual

 Music fans can join the crowd and sign up for exclusive experiences  at: Facebook.com/HeinekenIE and Twitter.com/Heineken_IE #LiveYourMusic