TIGER JAMS

Integrated campaign / Music
Client: Tiger Beer

GIVING A STAGE TO UNDISCOVERED ARTISTS

Music in Asia is dictated by western commercial music, traditional songs & pop idols. On the other hand, amazing talents from the streets of Asia struggle to get their voices heard.

Tiger beer organises a big concert with famous headliners every year. This year, instead of collaborating with a big name of the music industry, we created Tiger Jams, a platform that helps undiscovered artists stand out and connect them with their local audiences.

In a 2 years campaign, we helped bands across Malaysia, Thailand, Mongolia, and Singapore produce their songs, and put them on the big stage where they deserve to be.

We started the campaign by a mentorship program where undiscovered artists worked with established acts to get their tracks produced and created a music video in collaboration with local graffiti artists, light artists, painters and graphic designers. Here’s a glimpse of their journey:

Monkey Business x Polycat x Dudesweet
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