Beer and music have always gone hand in hand, and newly
launched beer in Kenya, Tuborg, is no exception. Already a big player in
the global music scene, and well on track to being a significant force
locally, Tuborg has positioned itself as the main sponsor of the Koroga
Festival. 7000 music fans attended the festival in its debut year, with the
second iteration taking place the last weekend in July, where Tuborg
launched www.TuborgTunes.com in
partnership with Africa’s leading music service Mdundo.
GM of Carlsberg Kenya (Tuborg is owned by Carlsberg),
Mads Galsgaard: “We are very proud to be able support the Kenyan Music
Community, we support big festivals, upcoming bands and now also free music
to the people. We are all about giving people a great experience when
enjoying Kenyan, African and International music… preferably with a cold
Tuborg.”
The platform gives all music lovers an opportunity to
listen to and download newly released music, curated playlists from the
Koroga Festival and unique DJ mixes free of charge. The DJ mixes are only
available using a voucher code from Tuborg’s on-ground activations in
Nairobi or from Tuborg’s social media pages (IG @tuborgke, FB Tuborg).
During the launch weekend of the platform at the Koroga Festival, almost
10,000 songs were downloaded from the new platform.
CEO of Mdundo, Martin Nielsen adds, “We are very pleased
with this partnership and the popularity of the music available. Most
brands in Kenya understand the value of music but few brands have been
willing to invest in music as a long-term brand affiliation. We believe
that this initiative will have a significant impact for Tuborg’s
establishment in Kenya and benefit the local music scene.”
Both partners state that this is not a short term
strategy, the www.TuborgTunes.com
platform is here to stay, and many of Tuborg’s future marketing activities
will be linked to the Kenyan music scene. |
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