开启音乐节“群趴”新阵地—— 乐堡啤酒与摩登天空签署5年战略合作协议
2014.03.28


乐堡啤酒携手摩登天空

源自欧洲的知名品牌“快乐开启者“乐堡啤酒,携手中国最大规模的新音乐公司摩登天空,于北京签订了长达5年的战略合作协议,旨在全面升级本土音乐节体验 。借助乐堡啤酒参与组织英国格拉斯顿伯里Glastonbury)、丹麦罗斯基勒(Roskilde)等欧洲音乐节的多年国际经验和摩登天空在中国音乐节市场上的领先地位,此次两大品牌强强联手,一方面将为乐堡啤酒旗下的乐堡绿放音乐节(GreenFest)强势绽放中国奠定基础,同时也为摩登天空旗下的传奇音乐节品牌草莓音乐节带来更加丰富和国际化的体验,共同为年轻人打造出一个属于音乐、啤酒和朋友们的“快乐空间”,让音乐节成为中国年轻人交朋识友、汇聚欢乐、释放无限能量的“群趴”新阵地。

乐堡绿放音乐节与草莓音乐节席卷全国

在签约仪式上,代表双方音乐节品牌的均衡器按钮被飙到极致,预示着此次合作的混响开启了最大马力。活动最后,所有现场嘉宾在户外搭起的乐堡酒篷中,切身感受了一次将音乐文化、社交乐趣、美食啤酒完美融合的“群趴”现场。而这份升级的体验将通过即将发生的乐堡绿放音乐节与草莓音乐节陆续在全国席卷开来,在视、听、触、味、感等各种感官中给你惊喜,让你尽情享受交友的新乐趣。

在提及此次合作对两个音乐节品牌的后续影响时,负责乐堡啤酒的嘉士伯中国区营销中心副总裁Helle说:“乐堡啤酒从来就是快乐的开启者,而乐堡绿放音乐节(GreenFest)更是将顶级乐队与艺人配置、专业丰富的周边环节集于一身,召唤着年轻音乐狂热分子们的相聚。继2013年乐堡绿放音乐节登陆中国,今年开始通过和摩登天空的深入合作,乐堡啤酒将携手把最前沿的音乐节体验和独特的‘快乐空间’带到昆明、银川、重庆等更多城市。”摩登天空创始人沈黎晖表示,“草莓音乐节的成功除了不断刷新的强势音乐内容之外,也在于巧妙甚至微妙地营造新鲜而丰富的体验、氛围与共鸣。2014年草莓音乐节已经公布了10个城市,未来还会有更多城市陆续公布,而今年乐堡啤酒以乐堡酒镇、乐堡酒篷等这样的形式给草莓音乐节带来更便于年轻人交朋友且充满乐趣的社交体验,这也是我们非常欢迎的。”

音乐节“群趴”新体验


自此在乐堡绿放音乐节和草莓音乐节上牵动人心的不再只是音乐与大咖,享受与旧识新友一起汇聚欢乐的“群趴”之旅,一定会是音乐节现场体验的新潮流。永远保持那颗骚动、激情的心吧,去拥抱真实的生活,选择可以找到同类人的新平台,你会发掘自己从没有过的自信,无论你穿什么,听什么,玩什么,你就是这场音乐盛宴的主角,酣畅淋漓,乐享欢聚,你还有什么借口不释放自己!

同时,为了让更多乐迷即刻感受全新升级的音乐节体验,乐堡啤酒别出心裁,在2014年为你开启“全包音乐节之旅”,喝酒揭盖就有机会到现场感受乐堡绿放与草莓音乐节的盛况,感受这个属于音乐、啤酒和朋友们的“快乐空间”!

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关于乐堡啤酒


作为一款为全球年轻消费者打造的欧洲知名啤酒品牌,乐堡啤酒一直积极赞助全球性的音乐文化活动,包括世界上规模最大的露天音乐节英国格拉斯顿伯里音乐节(Glastonbury)、罗斯基勒音乐节(Roskilde)、出口音乐节(EXIT)、无线音乐节(Wireless)和雷丁音乐节(Reading)等,旗下的乐堡绿放音乐节(GreenFest)更是深受欧洲年轻人的喜爱,乐堡啤酒已经成为国际音乐节文化中不可或缺的一部分。www.tuborg.com.cn

关于摩登天空


中国最大规模的新音乐公司摩登天空一直将经营主旨定位在“推广国际音乐一体化”之上,并主张将中国新音乐推向国际的同时,也将国际上优秀的音乐引进国内,从而为中国新音乐的发展创造良好的环境,旗下的草莓音乐节更是成为国内最具大众普及度及美誉度的音乐节第一大品牌。www.modernsky.com



Music Festivals Made of Social Fun

Tuborg Beer and Modern Sky Conclude a Five-year Strategic Partnership

Tuborg enter a partnership with Modern Sky

Known as “Fun Starter”, Tuborg, a renowned European brand has entered a partnership with the largest emerging Chinese music company Modern Sky, since a five-year strategic partnership agreement aimed at a comprehensive experience of the local music festival has been concluded between them in Beijing.

Tuborg’s long time experience in supporting European musicfestivals like Glastonbury in Britain and Roskilde in Denmarkalong with Modern Sky’s strong position in China’s music festival market will definitely contribute to the success of their partnership.

Another vital activity will to grow the Tuborg GreenFest’popularity in China along side richer the audience experience to Strawberry Festival by Modern Sky.

Both partners are dedicated to create “room for fun”featuring music, beer and friends for young people, making the music festival a new frontier for social fun experience.

GreenFest and Strawberry Sweep across the Country

Speaking at the Press launch was Helle Petersen, Vice President of Carlsberg ChinaCommercial, stated, “Tuborg was born a fun starter. In Europe, millions music lovers enjoyed the fun we presented through Glastonbury in UK, Exit in Serbia and Roskilde in Denmark, and many other alike, especially our own GreenFest which is always a favorite for European youth.

Last year, we brought GreenFest to China for the very first time.Now with Modern Sky joining force, we are able to bring this unique social fun experience to more places, such as Kunming, Yinchuanand Chongqing."

Shen Lihui, the founder of Modern Sky says, “The success of Strawberrycomes from a continuously refreshed music style and its rich experience, ambiance and the sympathetic response build together with our audience.In 2014, Strawberry will be held in at least 10 cities as announced, and more cities will be included in the future. This year, new on-ground activation like Tuborg Town,Tuborg Pavilion will make it easier for young people to make friends and indulge them in the social fun of togetherness, which we highly appreciate.”

Social Fun Experience in Music Festivals

Now with GreenFest and Strawberry, music festivals are no longer only about live music and artist performances, getting together among a cool crowd and making friends is to become a vital social fun aspect of the festivals. Stay curious. Give yourself an excuse to release. Find the community where you belong. No matter what you wear, listen to, or play on, you are what make music festival interesting and inspiring.

In 2014, to provide a greater crowd with access to social fun experience, Tuborg launched its all-inclusive music festival trip on-pack promotion. Just pull off the cap from a Tuborg bottle, you might be the lucky one to enjoy GreenFest and Strawberry with a plus one totally for free. What are you waiting for, come and join the social fun!

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About Tuborg

As a well-known European beer brand for young consumers all over the world, Tuborg is always devoted to sponsoring international music activities, including the largest open-air music festival Glastonbury in Britain, Roskilde Music Festival , EXIT Music Festival, Wireless Music Festival, Reading Music Festival and etc. Its GreenFest is popular with European youth, and Tuborg has become an indispensable part of international music festival culture. www.tuborg.com.cn

About Modern Sky

The independent recording giant Modern Sky, the leader of China’s new music always pursues the business goal of promoting the integration of music across the globe. It advocates the internationalization of China’s new music and the introduction of  excellent foreign  music works into the domestic market in order to create a favorable environment for the development of new music in China, and its Strawberry Music Festival has become the most popular and highly praised  music festival whose brand value is ranked the 1st in China. www.ModernSky.com