Against the backdrop of an opulent 17th century palace, Budweiser, an Anheuser-Busch InBev brand, delivered unparalleled experiences for attendees of the Magnetic Fields Festival. Partnering with the contemporary arts and music festival for the third consecutive year, Budweiser took over two iconic stages – the BUDx North Stage and the BUDxYARD.
Having reigned as the crown jewel of the festival, the BUDx North Stage flawlessly melded a 17th-century setting with the pulsating rhythms of electronic music. With futuristic projection mapping lighting up the walls of the palace – courtesy Ocupus and Aural Eye -, the stage featured DJs and producers who are the pioneers of their sounds, introducing the audience to unique styles and contemporary tunes. This year, artists like I.Jordan, Milan-based Chilean DJ Paula Tape, and Glasgow-based inimitable selector Bake set the stage ablaze as did sets by Canadian sound wizard Deadbeat, London-based DJ ADHD and the versatile DJ and producer Mella Dee. Other acts on the stage included the Bahrain-based Dar Disku and Indian DJ Rishi Sippy.
BUDxYARD, hosted in the palace garden showcased an array of promising talent in electronic music. The stage was home to stellar artists, including the Belgian DJ Nosedrip, Otik – the Bristol-born and London-based DJ and producer – and the enchanting Amsterdambased selector Orpheu the Wizard. Joining this lineup were also Beijing-born, Melbourne-based sound wizard Moopie, who closed out the stage on Sunday night with a stellar set, Miami-based DJ Coffintexts, and a cohort of rising DJs such as Girls Night Out, OX7GEN, and GoodMostlyBad.
Beyond the main stages, the ‘Budweiser Beats Art Bar’ emerged as a unique space, seamlessly blending contemporary digital art and 90s-style hip hop music. Budweiser joined forces with Pagal Records, an independent Delhi-based record store, to curate a pop-up shop showcasing vinyl records and had them play 90s-style hip-hop tunes for attendees. Budweiser also partnered with New Delhi-based ‘Lair,’ known for its experimental concoctions, to set up a cocktail bar at the space.
Vineet Sharma from Budweiser opened up about this creative collaboration with Magnetic Fields 2023. He said, “With a rich legacy that transcends 150 years, Budweiser is one of the world’s most-loved beer brands. Globally and in India, Budweiser believes in connecting authentically with consumers through shared passion points.Music is a strong passion point for our consumers, and over the years, Budweiser has been a pivotal force in shaping, and now elevating India’s music scene. We don’t just see ourselves as participants; we are partners dedicated to fostering the country’s music landscape.”
He added, “Through our associations with festivals, we tap into a vibrant and dynamic community, uniting consumers through a shared love of music. These partnerships go beyond the norm, creating a platform for local dreamers, and artists from around the world.
Our initiatives at music festivals are helping transform experiences. We go beyond conventional sponsorships, and rather than simply being a logo or a stage at an event, we actively co-create experiences. We are focused on having our consumers revel in the vibrant atmosphere and artistic essence of each event we’ve partnered with, while engaging with our brand in unique ways.”
In conclusion, he said, “As we celebrate the third year of our partnership with Magnetic Fields, we have crafted an experience that resonates with the attendees of this contemporary arts and music festival. From hosting top-tier artists at the BUDX North Stage, providing a platform for emerging talent at the BUDxYARD, and curating the Budweiser Beats Art Bar – a fusion of art, music, and culture, we’ve left an indelible mark. Our journey is far from over, and we remain committed to discovering innovative ways to enhance the festival experience for our consumers.”
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