On Thursday, on the biggest day during the biggest week of the year for electronic dance music, 7UP held an invite-only event for press and other private guests to announce their partnership with Martin Garrix and Tiesto, two of the world’s biggest names in EDM. Check out our exclusive interview with the dynamic dance duo from the Miami Music Lounge, where they discuss their new collaboration, the 7UP partnership and more.
The press event was almost like something out of a movie. Following the Miami Music Lounge at The W Hotel in South Beach, the press event took place inside one of the hotel’s private rooms. The room was decked out like a miniature Vegas Nightclub with modern decor, booming sound system and LED screens scattered across the room. Upon entering the room, the guests of the event were greeted by cocktail waitresses, who spent passed out an array of 7UP drinks in blinking LED cups and dozens of different fancy hors d’oeuvres.
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Martin Garrix and Tiesto were introduced by a marketing rep for 7UP, who explained their past year of breaking into the dance music and calling it an amazing experience. The two DJs then spoke about why they believe their own brands align with the 7UP brand and this campaign. Shortly thereafter, the guests were shown a 2-minute video that previewed the two producer/DJs new track “The Only Way Up,” made for their partnership with 7UP. The video begins with the two discussing the collaboration and the organic feel the partnership had. Garrix and Tiesto are then shown playing in two futuristic UFO-style stages in front of a large crowd, almost like you’d see at a major festival this weekends Ultra Music Festival.
Take a look at the killer ad and preview for “The Only Way Up” below.
Stay tuned to CraveOnline for more coverage of Miami Music Week and Ultra Music Festival, taking place in downtown Miami at Bayfront Park from March 27-29.
