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Miller to amplify DJ talent with global music initiative
Molson Coors-owned beer brand Miller has teamed up with online DJ store Beatport to showcase the electronic music talent of the future.
The initiative, named Miller Mix, will include a global DJ and producer competition, live events, a docu-series across six nations and is set to “bring ‘Miller time’ to life”.
Miller Mix will also feature events with international artists Argy, Gioli & Assia, Lilly Palmer and music collective Sirän.
According to Molson Coors, the initiative includes an electronic music producer competition offering six winners a career-defining development package worth over €35,000, a headline slot at local events and career insights and development with The Beatport Group.
The activity will also become live-streamed as an event series across six nations featuring top-tier global artists, music collectives and competition winners and will see a six-part docu-series featuring untold stories from the music scenes in Turkey, Georgia, Kazakhstan, Hungary, Australia and South Africa
According to Youth Music, 77% of emerging creatives cite a “lack of industry connections” as a major obstacle to entering the music industry and yet multiple studies indicate that the electronic music scene cultivates a robust sense of community and helps people experience a profound sense of belonging.
The campaign will kick off in each country with an open call for up-and-coming producers to submit their music. After this, a panel formed by the headlining artists of the Miller Mix events, alongside members of the Beatport curation team and the Miller Genuine Draft team will select the winners with votes from the community also contributing to the decision.
The winners will receive a headliner set at the Miller Mix event in their respective territories and a package of benefits curated by Beatport with a value of over €5,000 per winner to support their career development.
According to the brewery, some of the key elements of the prize package will include: Exclusive educational workshops with Beatport’s team of experts to advance the winner’s career such as a social media workshop for artists, a rights management workshop, producer, DJ and live streaming masterclasses, a specialised LabelRadar workshop and, a specialised workshop with Beatport’s Curation team
The Miller Mix producer competition will first open in Turkey at the end of April followed by the other territories in the coming months to be announced via the MillerMix website.
Alongside the established headliner artists, Miller Mix will also collaborate with one grassroots music collective from each region that has fostered community in their local scenes.
Miller global senior marketing manager Rebecca Mutty said: “Music unites communities and we’re all about fostering that sense of connection. Our goal is to spotlight those shaping the pulse of our cities and support the global electronic music scene.”
Beatport Media Services SVP Ed Hill explained: “As champions of the global music community, we recognise the significance of providing platforms that not only celebrate diversity but also serve as springboards for dreams to take flight. Together, we cultivate a landscape where passion meets possibility, shaping the future of music one beat at a time.”
Mutty added: “This competition is a launch pad for creativity and collaboration, spotlighting the stars of tomorrow.”
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