Budweiser Experiences has united with the face of Indian hip-hop and the inspiration for ‘Gully Boy’ - DIVINE, emphasizing on its promise to give stage to emerging talent a stage while redefining the local music narrative. The brand with their ‘Be A King’ narrative has always believed in the new generation, who play by their own beat and know how to seize and own the moment; DIVINE in many ways defines this.
The year-long partnership marks the brand’s foray into hip-hop in the country, aiding them to further strengthen their local music programme – BUDx.
DIVINE aka Vivian Fernandes, is an underground rapper hailing from Mumbai and is known for his power and passion to rise above and fight hard to turn his rapping dreams into reality. Imbibing a ‘brewed the hard way’ personality, a quality that fittingly signifies the embedded beliefs of the brand, lends deeper quintessence to the synergy between the king of rap and the king of beer. The collaboration aims to bolster endeavors aimed at supporting and growing the local music scene; with a promise of experiences that are truly representative of the brand and its core ideals.
Commenting on the partnership with DIVINE, Kartikeya Sharma, VP Marketing – South Asia, AB InBev said, “We are beyond thrilled to have DIVINE on board. It’s surreal to watch the music scene in India accelerate at the pace at which it currently has been, with a lot of lesser known genres and their respective artists now taking center-stage. Our partnership with DIVINE is reflective of a strong and similar commitment towards leading and shaping the budding music scene in India. The combined effort will surely help steer the needle towards covert yet emerging music genres enabling them to garner the recognition they truly deserve.”
Adding to the excitement, Vivian Fernandes aka DIVINE said, “I am super excited to be associated with Budweiser! There is a genuine sense of pride to be associated with brands that truly feel and believe what you believe, making this alliance really special. Together, we look forward to making some great music and push hip-hop through our collective journey.”
Those of you who have been around from the 1960's through the 1990's will remember the vibrant live music scene in almost every starred hotel in India. Those were the days when you walked into a nightclub like 'Rendezvous' at The Taj Mahal hotel and 'Supper Club' at the Oberoi Sheraton in Mumbai to see curtains going up on a band that was the prime focus of these outlets. Every seat in these restaurants allowed an unobstructed view of the band that performed every night on resident contracts. Today all this has disappeared thanks to some ridiculously high entertainment taxes on live music. Today, non off these hotels have complete bands playing save for a few that feature small duos or solo singers. The Lodhi in New Delhi, recently listed among the world's best hotels, decided to step in and rewind to the good old days. They got Goa's premier jazz quartet 'Jazz Junction' to move to Delhi on a resident contract and the decision has paid off in terms of footfalls generated by the band. Jazz Junction featuring singer Daniella Rodrigues, pianist Tony Dias,
bassist Colin D'Cruz and drummer Angelo Colasco began playing at The Lodhi in June 2018. Four months into the contract the band generated a sizeable following, with quite a few high profile guests choosing to celebrate their special occasion at the Elan bar where the band performs. Against all odds the rewind option proved to be a huge success and hopefully other properties around the country takes the cue to trigger a whole new revival of live music.