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Budweiser and VIRTUE bring multi-platform cultural project ‘BUDX’

Budweiser, in partnership with VICE and VIRTUE, have delivered a massive, multi-platform project in India, as the brand continues to build and foster meaningful cultural moments across the Asia-Pacific region through BUDX.

 Held in Mumbai’s iconic Mehboob Studios, the weekend’s two-day event featured collaboration and empowerment at its core, bringing together a passionate group of emerging and established local artists, influencers and international talent.

Featuring energetic performances from hip-hop, bass, techno, and undercurrent artists across three stages, headliners included Mumbai’s leading “gully rap” proponent DIVINE, electronica act OX7GEN, renowned global broadcasting platform Boiler Room, Britain’s drum 'n' bass act Sub Focus, and hip-hop crew Foreign Beggars.

BUDXMUMBAI also featured a diverse daytime program of masterclasses and seminars, with sessions exploring themes and topics central to the creative community such as building inclusive artist agencies, promoting responsible clubbing and self-care, and exploring the multifaceted history of hip-hop in India. Adding to the event offering were a series of interactive installations, art experiences, and a custom-made skate ramp.

Important local cultural figures that played an integral part in BUDXMUMBAI lauded the event for its scope, energy, and progressive intention:

  • Jason Arland, performer, model, and fashion influencer said, "BUDXMUMBAI was a great example of creating spaces for millennials by combining culture, music and art. Meeting people from all aspects of the creative industry, it was an experience to indulge in conversations with like-minded people who were bound together by the well curated music show - what's better than music for an ice-breaker! BUDXMUMBAI has honestly been one of the most fun weekends I've had in a long time and I can't wait for its third edition!"

  • Mohammed Abood (DJ MoCity), Founder of Boxout.FM said, "The vibe was crazy, people from all over the world were tagging artists saying, "This is happening in India!" It didn't matter whether it was the big stage or the small stage or the quad area, or a foreign artist or an Indian artist, the crowd just wanted to have a good time, and I think that's what BUDXMUMBAI is about.”

Two key partnerships also underpinned the festival, and Budweiser’s commitment to positive change:

  • With MIXX, a platform challenging gender norms and patriarchal systems, BUDX created a dedicated safe space booth aimed at generating awareness around gender neutrality, inclusiveness and LGBTQ culture.

  • The festival also partnered with leading environmental solutions firm SKRAP to create an event centered on sustainability and responsibility.

Talking about the BUDX event, and the Budweiser, VICE and VIRTUE partnership, Kartikeya Sharma, Vice President Marketing South Asia, AB InBev said, “VICE has been a long-standing partner of ABInBev, both in India and overseas, which adds a great deal of promise and excitement to our flagship project, BUDX, executed in partnership with their creative agency, VIRTUE. The BUDX vision is to nurture and shape music culture in India, by providing emerging artists the opportunity to collaborate with and be mentored by some of the biggest names in music worldwide. We believe that BUDX 2019 has taken Budweiser’s long standing journey in music to the next level, and we will have truly co-created the future of music with India’s emerging artist communities.”

VIRTUE Managing Director Aaron Pearce said, “AB InBev and VICE have a long history of working together globally, so we’re rapt to be partnered with Budweiser India for the BudX platform, helping create an event and content of such scale and ambition alongside a brand dedicated to pushing boundaries and making a real and lasting contribution. We believe that the majority of the dominant youth culture trends will come out of the region in the next few years, and that it will profoundly affect the world–this weekend’s festival and all that surrounds it is a great representation of the type of projects and platforms that can play a part in this, driving community and culture, and VIRTUE and VICE want to continue to be part of that movement.”

VIRTUE brings a deep understanding of culture and storytelling to an ongoing partnership with AB InBev, with the agency working alongside multiple brands under the company’s umbrella –including Budweiser and Hoegaarden—across Asia Pacific. Its aim is to develop and deliver additive platforms and content embracing the region’s optimism, spirit and energy.

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