Guinness More Music (健力士新声代) is a holistic platform comprised of online, mobile, social and experiential facets including:
- A bespoke festival called Guinness Wood+Wires (健力士 木＋线音乐节).
- 5 independent support shows either side of the festival featuring Liu Dongming (刘东明), Haoyun (郝云) Ajinai (阿基耐), Hanggai (杭盖) and Suyang (苏阳).
- An online / mobile platform centred around genuine editorial relating to this scene
- A set of beautifully shot and lightly branded videos exploring the lives and motivations of 3 of the artists key to the campaign, including, Wan Xiaoli (万晓利), Hanggai (杭盖) and Buyi (布衣乐队). These are available for viewing via the brand’s Weixin, Weibo and Youku presence.
The Guinness Wood+Wires Festival was the centrepiece of the More Music campaign. Hosted in Shanghai’s Qianshuiwan (QSW) centre, approximately 3,600 music fans turned out across the weekend consuming around 7,500 bottles of Guinness Original stout. According to internal studies, the music fans agreed there was a strong overall likeness between the brand and the festival. This is encouraging given the delicate nature of brand partnerships with niche music genres, which can go sour if artists feel they are being taken advantage of.