MILLER MUSIC AMPLIFIED

At the start of 2020, Miller Genuine Draft, in partnership with Universal Music Group, had planned for Miller Music Amplified 2020 to consist of a series of exceptional music events, taking place around the world, leveraging a variety of relevant music talent. Each event were then connected through our golden thread – Pass The Mic.

However, due to COVID -19 and its impact on live events around the world, Miller Music Amplified 2020 was reworked into a digital, social -first campaign. Together with Universal Music Group, Miller Genuine Draft instead delivered a series of four exceptional virtual music performances, still leveraging a variety of relevant talent, with each performance connected by a never -seen -before ‘Pass the Mic’ moment.

The Miller Music Amplified series kicked off with a DJ set from Jax Jones, where you see him transported to four different worlds using AR / Notch technology, in a way that had never been done before. The ‘worlds’ comprised of an arctic ‘Northern Lights’ scene, followed by a forest with fireflies creating the Miller logo, a vibrant Chinese cityscape (linking to Jax’s heritage) and then finishing with a completely virtual world for the Pass The Mic moment (the final track – You Don’t Know Me).

The second Miller Music Amplified performance was from the American rapper, 6lack, captured in his home city, Atlanta. This time, rather than a technology-led performance (like we had for Jax Jones), the focus was to create something that allowed music fans all around the world to be truly immersed in the artist’s creative vision, accompanied by his live band, which also included a saxophone. Throughout the performance, we see how the energy builds with the use of fire, finishing with our pinnacle Pass The Mic moment (Never Know), which features dramatic pyrotechnic effects, including 6lack’s name written in flames, captured on dynamic drone shots. The overall result: an amazing spectacle accompanied by first-class live music.

For our third virtual event, it was an epic performance from Russian rapper, Noize MC, who performed at the beautiful and ornate Northern River Station in Moscow. As he makes his way around the station, we see Noize perform tracks with his band, then with the Orchestra of Russian Folk Instruments of the Belgorod State Philharmonic Society, as well as Andrey Potaturin, a baritone from Bolshoi Opera. The track performed with Potaturin was a ‘hip-hopera’ arrangement of his song, Voice and Strings – specially arranged for the MMA performance and something that Noize had always wanted to do before. It was the perfect ‘Pass The Mic’ moment! Finally, he finished with an atmospheric piano solo on the roof of the station.

Despite stringent local COVID restrictions in Jamaica, we were still able to conclude the Miller Music Amplified series with a bang, with Sean Paul delivering a super high energy performance at Bob Marley’s legendary Tuff Gong studio. For the final track Back it Up Deh i.e. the Pass The Mic moment, we incorporated animation to add some extra high energy magic – something that Sean has never done before!

I couldn’t find the box where we saved all of our content but presentation attached has some visuals.

Key Results:

4 Exception virtual music performances: Jax Jones, 6lack, Noize MC and Sean Paul.

117M+ Paid Media Impressions

776K Total Views across performances

2.4M+ ORGANIC SOCIAL 14 MARKETS ACTIVATED REACH*

126K+ ENGAGEMENTS ON ARTIST SOCIAL CHANNELS