Watching the progress of EDM is fascinating with its sudden acceleration in the U.S. and the resulting business moves. EDM and big brands have already found ways to connect but 7UP's new #7x7UP Campaign is an example of the extended big brand embrace that comes with marketplace validation. It's an interesting year-long campaign that's already off to a good start with the "Light It UP" video featuring Tiësto below.
The #7x7UP campaign kicks off with a fun takeover of Valparaiso in Chile. The creative spotlights Tiësto djing a community party, featuring a track with Icona Pop, with colored lighting bringing the hillside homes into the light show.
Light It UP
The campaign has a Tumblr blog with colorful gifs and pics from the Valparaiso party.
The kickoff event sets the stage for #7x7UP's involvement with "7 festivals and events" that:
"will provide fans unprecedented access before, during and after the most anticipated dance music festivals of 2014 with unique experiences and exclusive content."
In addition to Tiësto, 7 "Bubbling UP" DJs who have yet to be identified will be featured in the campaign. I assume these are emerging djs though that leaves quite a bit of room.
I would not be surprised if special goodies are involved. If you like that sort of thing, follow #7x7UP on Tumblr or wherever humans share hashtags.
Hypebot Senior Contributor Clyde Smith (Twitter/Facebook) is currently relaunching All World Dance. To suggest topics about music tech, DIY music biz or music marketing for Hypebot, contact: clyde(at)fluxresearch(dot)com.