Budweiser, in partnership with VIRTUE, a creative agency by VICE, delivered a massive, multi-platform project in India, as the brand continues to build and foster meaningful cultural moments across the Asia-Pacific region through BUDX.
Held in Mumbai at Mehboob Studios, the weekend’s two-day event featured collaboration and empowerment at its core, bringing together a passionate group of emerging and established local artists, influencers and international talent.
Featuring energetic performances from hip-hop, bass, techno, and undercurrent artists across three stages, headliners included Mumbai’s leading “gully rap” proponent DIVINE, electronica act OX7GEN, renowned global broadcasting platform Boiler Room, Britain’s drum ‘n’ bass act Sub Focus, and hip-hop crew Foreign Beggars.
BUDXMUMBAI also featured a diverse daytime programme of masterclasses and seminars, with sessions exploring themes and topics central to the creative community such as building inclusive artist agencies, promoting responsible clubbing and self-care, and exploring the multifaceted history of hip-hop in India. Adding to the event offering were a series of interactive installations, art experiences, and a custom-made skate ramp.
Important local cultural figures that played an integral part in BUDXMUMBAI lauded the event for its scope, energy, and progressive intention.
Talking about the BUDX event, and the Budweiser, VICE and VIRTUE partnership, Kartikeya Sharma, vice president Marketing South Asia, AB InBev said, “VICE has been a long-standing partner of ABInBev, both in India and overseas, which adds a great deal of promise and excitement to our flagship project, BUDX, executed in partnership with their creative agency, VIRTUE. The BUDX vision is to nurture and shape music culture in India, by providing emerging artists the opportunity to collaborate with and be mentored by some of the biggest names in music worldwide”
According to Aaron Pearce, managing director, VIRTUE, “AB InBev and VICE have a long history of working together globally, so we’re apt to be partnered with Budweiser India for the BudX platform, helping create an event and content of such scale and ambition alongside a brand dedicated to pushing boundaries and making a real and lasting contribution.”