Monday, 25 August 2014

Heineken Ireland launches 'Sound Atlas' Music Festivals & Documentary






Background: So what is the Heineken Ireland Sound Atlas music platform? The concept behind Sound Atlas is the bringing together of new musical talent and the unique cultural identity of individual cities, and sharing them across the globe at music festivals and via the medium of documentary filmmaking. While the live event is unfolding, documentary crews are recording the highlights of each event, but here’s the twist, participants can interactively influence the direction the documentary takes, for example, at the Longitude Festival in Marlay Park, Dublin last month, gig-goers were encouraged to contribute their own real-time art to the backdrop of the Sound Atlas area under the supervision of artists. 

With each city on the Sound Atlas Tour having its own unique identity, the idea is to share the music scene and culture of each with the next city on the tour and amalgamating the experience with the local music and culture also. The current tour began in Berlin before moving to Brooklyn in New York, which has a strong tradition of block parties, and needless to say is one of the homes of hip-hop. This melting pot of music, street partying and culture recently crossed over the Atlantic to Dublin’s Longitude Festival, and will also be a key element to this weekend’s Electric Picnic Festival, following which the Irish version of the Sound Atlas Tour’s documentary will be pieced together. 

The Sound Atlas Tour by Heineken certainly adds an incomparable dimension to music festivals insofar as it is an evolving and growing idea with up and coming musicians and concert goers central to the entire experience. The blending of music, culture and filmmaking added to the interactive style of the tour promises interesting results. For more information on how to follow The Sound Atlas Tour and latest news, see below;

Music fans too can join in the conversation by following @Heineken_IE and searching #SoundAtlas for exclusive behind the scenes content, live festival updates and prize giveaways. Check out the top spots recommended to Heineken by the people who know the city the best. From the clubs they love, their favourite record stores and hangouts, to their picks of the best places to stay in the city or grab a bite to eat.

To experience the interactive version of this video and see the exclusive travel guide by the people in the know visit http://soundatlas-ie.heineken.com/



Additional Info: Electric Picnic will be the second festival stop of Heineken Sound Atlas, following on from the Berlin inspired party thrown at Longitude. Sound Atlas at Electric Picnic will be inspired by some of Brooklyn’s most vibrant party spaces including Mister Sunday’s, Battery Harris and The Northern Territory roof garden. The incredible Heineken Sound Atlas structure will house Brooklyn inspired food, music, two terraces and a host of activities to keep revelers entertained across the weekend.


*(This blog post was sponsored by Heineken Ireland)

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