BUD X Mixmag LAB

BUD X MIXMAG LAB brought together the worlds of music, culture, and cutting-edge brand activation to create a unique experience for Japan’s vibrant electronic music community. Designed to resonate with young, trend-conscious audiences, this collaboration leveraged Mixmag’s global reputation and Budweiser’s desire to deepen their connection with music lovers.

OPPORTUNITY

Budweiser Japan aimed to create a powerful cultural moment that would authentically connect their brand with fans of electronic music, while tapping into Mixmag’s highly engaged and influential audience across Japan and beyond. The goal was to produce an event that combined live performance energy with insightful artist conversations, all while maximizing reach through digital platforms.

SOLUTION

We partnered closely with Budweiser and Mixmag to develop the BUD X Mixmag Lab — a two-day hybrid activation combining live, in-person experiences with high-quality online streaming. The event featured headline performances from internationally acclaimed artists Mura Masa and Tiga, who also participated in on-stage talks discussing music, creativity, and culture. We managed the full production, ensuring seamless integration of live streaming and content amplification to engage audiences both onsite and online.

RESULT

The activation was a major success, reaching full capacity on both days and generating widespread excitement within Japan’s music and lifestyle communities. Online engagement soared with extensive social media buzz and content sharing, cementing Budweiser’s association with innovative music culture. The campaign effectively positioned Budweiser as a forward-thinking brand invested in the pulse of Japan’s electronic scene.