The second edition of ‘TUBORG OPEN’ is back! TUBORG OPEN is a musical campaign that is run by the danish company Tuborg to spread a global message towards the word through music. This year, TUBORG OPEN AIMS to create a song with a global message, ‘OPEN TO MORE’ . This message is to be conveyed in different ways by the participating local artists all over the world, though their own unique songs.
Milan Shah, International Marketing Manager at Tuborg, said, “Tuborg has a long and proud heritage with music, helping introduce new genres and artists to new markets. Through this year’s Tuborg OPEN campaign, we’re once again setting out to encourage people around the world to be Open To More – to be inquisitive, exploring the world around them, trying new experiences and sharing them with others to see where it takes them.”
Last year, American artist and Dj , Diplo participated in the campaign. He got invited this year to participate, coincidentally at the time he was already working with MØ to release a song, ‘Stay Open’. He was glad that the song they had was in sync with the TUBORG OPEN theme. Diplo and MØ’s song, ‘Stay Open’ is set to expose how much people enclose themselves. It encourages people to open up to new opportunities.
TUBORG OPEN will collaborate with local artists from all over the world in order to capture diversity and originality. Among the confirmed artists are Russian Dj and Singer Ivan Dorm. Ivan Dorm won Best Russian Act Award at MTV EMA 2017. India will work with musical influencer. Vishal Dadlani, who cuts across all songs from Bollywood to Indie Rock. Song writer Levante will work with Italy during the campaign. Other artists expected to be confirmed will be from China, Bulgaria and Myanmar.
Artists are required to rewrite the song , using the same verses in line with the theme ‘OPEN TO MORE’. They are to explain how the theme relates to them and how they understand the theme through the song. In the key markets across Asia and Europe, the artists are required to emphasize the power of trust and attitude to our lives.
Diplo is excited with the response he got from the artists and how the song ‘Stay open ‘ relates. He said, “It fits the campaign perfectly and the artists from around the world are already coming to us with ideas of how they want to change it up and add their own perspective to the idea of staying open which is the really cool bit of the project.”
‘Stay Open’ was released on 11th May, 2018. After the release , the artists are required to release their local tracks from May to July to back the song. Through out the year, the campaign shall run through on-pack and digital. Live gigs featuring Diplo and MØ and other local artists will take place too.
Danish vocalist and songwriter MØ is excited about the global collaboration process: “For me, the journey you go on to get to the finished product is often the best bit. By being open to new influences, you mix together things that you think will never fit but sometimes, it really works well. I love what you learn and experience from doing that and watching the track you had at the start become something totally different.”
Renee Kamau, Carlsberg Marketing Manager, said ‘We are extremely excited about the opportunity to work with local artists and give them a platform to collaborate with International talent. Tuborg is all about fuelling those moments of music discovery for artists and fans. Keep watching this space for more exciting projects to come. Nairobi is OPEN FOR FUN!