Danish beer company Tuborg launched its Tuborg Open initiative in Kenya during a concert featuring the US house music trio Major Lazer.
The Tuborg Open initiative is a campaign which according to the Danish beer company, endorses the power of an open spirit. The campaign also seeks to encourage youth to be more inquisitive and open to the opportunities the world has to offer.
A video on the Tuborg Open website shows that the campaign banks on sharing experiences with others as a mode of promoting the breaking of mainstream boundaries so as to allow youth to seize opportunities.
Tuborg said that as a company, it was part of this campaign as it embodies a rich history of introducing and supporting the integration of new music genres and artists into new markets.
Tuborg Marketing Manager Renee Kamau said,“We believe in being a culturally relevant and youth-centric brand and will do our part in supporting the growth of local music talent in Kenya.”
During the Tuborg sponsored Major Lazer concert on October 6, the electornic dance music trio thrilled fans at the Carnivore restaurant.
Major Lazer won the crowd over with their recently released Afrobeats mix and renditions of songs with popular Kenyan slang phrases.
The US house music trio is comprised of record producer Diplo, and DJs Walshy Fire and Jillionaire.
Major Lazer was formed in 2009 by Diplo and British DJ Switch, before the Englishman left the group in 2011. He was replaced by the Trinidadian DJ and music producer Jillionaire, and Jamaican American MC Walshy Fire.