Miller Music Amplified

Miller Genuine Draft (MGD) wanted to create a global music platform which would bring to life its brand purpose of ‘Experience the Exceptional’, activated in markets across the world.

Activation Planning - Miller Music

What we did

For the last three years we have delivered Miller Music Amplified, headlined by global talent including Bastille and Mark Ronson. In 2018 and 2019, this culminated in a single, hero event where consumers and influencers came together to Experience the Exceptional.

In 2020, the approach shifted, working with Universal Music Group to access a broader roster of its talent. With key markets ranging from Kazakhstan to South Korea, we wanted to work with multiple artists who could serve specific market needs, on a series of worldwide events.

However, when Covid-19 hit we pivoted to virtual performances, creating four truly exceptional, fully branded artist performances streamed live on YouTube. Jax Jones, 6lack, Noize MC and Sean Paul wowed audiences with a range of high-energy sets.

The results

By establishing Miller Music Amplified, we built a global music property for the brand through totally owned IP. Working with some of the world’s most celebrated artists, we helped drive brand awareness while leveraging their credibility to create once in a life-time experiences and content for music fans.

All this led to increased talkability and social engagement, both locally and globally, and generated greater brand love for consumers. Assets used in the on/off-trade activation also amounted to a sales upticks in key markets.


Reach annually

Up to 64%

sales uplift in key markets


Competition entries

I have had the pleasure of working with CSM over the past four years and I have never once been disappointed by the level of service and commitment from the team. From the initial kick off sessions right through to the execution of the campaigns, the team is always on top of their work and a step ahead in the planning process.

Angelique Kuiper
Former Global Director
Molson Coors