Spectacular Bastille gig lights up first Miller Music Amplified
This year, we helped deliver the first ever Miller Music Amplified, Miller Genuine Draft’s new platform for engaging music fans globally. After a year of planning and a six-month long campaign, headliner Bastille performed an exceptional set in Buenos Aires in November at the three-day experience delivered by our team.
Bringing together 15 markets from across the world, the exclusive three day event featured four spectacular parties, with performances by four bands from around the world, ten global DJs and the show-stopping 75-minute headline performance by Bastille.
On day one, guests were welcomed at the exclusive Miller House Party where international partner DJ's performed alongside local street artists. The following day, The Miller Clubhouse in Palermo offered the perfect setting for guests to relax, and meet & mingle with the boys from Bastille, who took part in a Q&A. The band's drummer, Woody, also performed a special DJ set, to the delight of those in attendance.
Later that evening, the band performed their explosive headline set in the colourful La Boca neighbourhood, at a breathtaking venue. The team transformed an empty warehouse in to an epic performance space replete with spectacular bar installations; incredible lighting; immersive visuals and DJs performing high above the crowds. The entertainment did not stop there, with the band supported by local and international talent, acrobats, dancers and plenty of surprises throughout to keep guests guessing. Additional local guests and competition winners were invited, with over 800 guests in total attending the incredible evening.
After a late start on Sunday, we took guests to one of the trendiest speakeasy hotspots in the Argentine capital for a final night of music with a typical Miller spin, including break dancers, a saxophonist and confetti! This fantastic evening rounded off an exceptional experience for all the KOL's, influencers, consumer winners and local Argentinian guests who were in attendance.
To date, the Miller Music Amplified campaign has garnered a reach of over 120m, with as many as 16m engagements, a number that will no doubt continue to grow.