Tiger Beer goes all out with new music festival as live performances resume

Tiger has launched a beer and music festival titled "Tiger Crystal Fire Stages" to celebrate the comeback of live performances. Gerald Yeo, marketing director of Asia Pacific Breweries Singapore, which owns Tiger Beer, told MARKETING-INTERACTIVE that this also marks the debut of Tiger Crystal being available in draught across the market, as it celebrates the comeback of Singapore’s nightlife.

With live performances making a triumphant return, Tiger wanted to be the first in Singapore to set the nightlife and entertainment scene ablaze with live music once more, Yeo shared. The festival will bring together 25 local acts over 20 shows, featuring different genres of music from tribute shows to pop and indie tunes, from 30 April to 26 June. Local talents include Benjamin Kheng, 53A, Jack & Rai, The Souls of Singapore, Johnny Come Lately, The Day Trippers, SuperSonic, Tell Lie Vision, RENE, MOTUS, Tranquil, Terrestrea and M1LD1FE, among others. 

The live performances will take place across Timbre+ One North and Timbre+ Eastside, and Tiger Crystal will also be bringing the festivities to different popular hangouts across the island with the live music performance. According to Yeo, Tiger chose to partner with Timbre Music as it shares the same ambition with Tiger in welcoming live music and performances back at scale, for local performers and fans alike.

The campaign will be marketed on OOH platforms, social media, as well as through media and influencer engagements. "With Tiger Crystal Fire Stages, we hope to ignite Singaporeans’ passion for live music by bringing together a stellar cast of iconic local superstars who pursue their passions fearlessly. Our fans will now have the avenue to once again relish in the atmosphere of live music, with a refreshing pint of Tiger Crystal in hand," he said.

Tiger has declined to disclose the monetary value for this campaign. 

Meanwhile, Danny Loong, CEO and founder of Timbre Group said that Tiger Crystal Fire Stages will be the perfect opportunity to bond everyone, the musicians, audience, and fans to ignite their fiery passion with the single universal language - music. 

This is not the first such initiative launched by Tiger Beer which has often associated itself with the music industry. As early as 2016, Tiger Beer created Tiger Jams – a platform that stages Asia’s undiscovered music talent to the rest of the world through collaboration. Bringing the freshest talent together in the fields of music and art, Tiger Jams was an provide the opportunity for Thai and Malaysian undiscovered talents to collaborate with some of Asia’s most exciting music acts and visual artists.

Meanwhile, last month, the brand celebrated the end of 10.30pm curfews for consuming alcohol outdoors. Ramping up to the first night of celebration on 29 March, Tiger Beer counted down the days in a series of posts on its social media platforms, announcing that for the first minute from 10.30pm onwards on 29 March, drinks are on the brand. The staff at 23 participating outlets will serve a free pint of Tiger or Tiger Crystal to each dine-in customer who has been seated at the outlets prior to 10.30pm and were interested to raise a well-deserved Tiger and toast to good times ahead.

According to Tiger Beer, the first moment past 10.30pm is a symbolic time as it represents progress in a long journey for both F&B venues and for the people that have shown patience and resilience over the past two years. "There’s a lot of boldness in making sacrifices for the greater good; Tiger recognises that and wanted to give something back. By being a part of this much-anticipated milestone, we’re able to contribute to an optimistic moment in an ongoing journey, and more importantly, able to really support local venues in the process – something Tiger Beer has been committed to doing for a while now," the spokesperson said.

Separately, Tiger Beer appointed international footballer Son Heung-Min as its official Tiger brand ambassador earlier in January. Tiger Beer said in a statement then that Son's journey from South Korea to becoming an international football icon, as well as the highest scoring Asian player in Europe’s premier club competition, makes him the perfect partner for the brand's mission to help people uncage their inner tiger. Sean O’Donnell, global brand director, Tiger Beer, said then that it is delighted to be working with Son to inspire people everywhere to use the Year of the Tiger as the catalyst to realise their true selves. "Son is a global icon who perfectly embodies this spirit of Tiger Beer – he is courageous, confident and unstoppable. We believe that we are all born with a Tiger inside us - a version of ourselves that knows no limits to what is possible - but few of us are able to uncage it," he added.

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