RadioandMusic
| 27 Sep 2022
DJ Hardwell tie-up with Miller Genuine Draft

MUMBAI: After partnering with DJ Sebastian Ingrosso, global beer brand- Miller Genuine Draft has now entered into a long-term partnership with DJ Mag's number one DJ – Hardwell. The first leg of the association will roll-out during the release of highly anticipated soundtrack ‘Mad World’ and its music video which will release next month at Amsterdam Dance Event.

Furthermore, both – Hardwell and Miller Genuine Draft, will co-curate series of six short films that covers cities that the DJ feels passionate and close to. Further to the association is a contest by the brand which gives a chance for his fans across the globe to win a trip to Miami to see 27-year old Hardwell at Miami Music Week in March next year.

Commenting on the association, DJ Hardwell said, “Miller Genuine Draft is the perfect partner to accompany my high energy dance music adventures in cities around the world. There are some really exciting projects for the year ahead and I am looking forward to taking every city we visit by storm.”

Miller head Steve Arkley said, “We are extremely excited for this long-term collaboration which will take the partnership all around the world. DJ Hardwell owns the night when he is up on stage, much like Miller Genuine Draft which is a brand enjoyed in clubs and bars all around the world.”

Arkley added, “DJ Hardwell brings huge energy to the EDM world, and that is why he is the perfect partner for Miller Genuine Draft.”

Commenting further about the brand which has been very actively involved with dance music, Arkley added, “Miller has always been at the centre of the world’s greatest dance music experiences and we are looking forward to continuing this.” The beer brand previously partnered with former Swedish House Mafia DJ Sebastian Ingrosso in 2013 for a yearlong deal that culminated in a show-stopping video for his single ‘Reload’.

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