Absolut x Boiler Room celebrates inclusive nightlife culture through sonic and visual expressions
In 2019, Pernod Ricard entered a partnership with Boiler Room, the most influential brand in music-oriented youth culture with a global live stream and event platform.
Together with several other brands across the portfolio, the ambition has been to create a unique festival concept that excites consumers within the evolving nightlife scene. We chatted with Anna Kohlin, Global Brand Manager in the Brand Creative team at The Absolut Company, to hear more about Absolut’s partnership with Boiler Room, the upcoming festival in Amsterdam, and how this project can serve as a platform for a new generation of DJ:s and VJ:s.
Why did Pernod Ricard initiate a partnership with Boiler Room?
There was a great opportunity for our portfolio of brands to come together to bring value to consumers through distinctive brand concepts and storytelling within this hybrid-festival and events space. For Absolut specifically, we were eager to work with Boiler Room to deliver creative and innovative program to this highly influential consumer group. That’s why we joined the Boiler Room X platform and shaped how it shows up with Absolut, where we can truly live our values and purpose to strive for a more open world. It’s a concept where we work with diverse communities worldwide to create unique experiences by highlighting both DJs and visual artists.
Women, queer and people of color are primarily underrepresented in the club and festival scene. We want to change that and build a platform where more artists can show their true talents, something that Boiler Room has always done.
Is the DJ and VJ scene too stereotypical?
Women, queer and people of color are primarily underrepresented in the club and festival scene. We want to change that and build a platform where more artists can show their true talents, something that Boiler Room has always done. Our concept includes working with DJs and VJs, as we see the combination of both artistic expressions as an important part of the culture. For example, we have collaborated with queer community Speilraum in Amsterdam that has curated our Boiler Room X stage with some amazing talent this weekend at the Boiler Room Festival.
What can the audience expect from the upcoming Boiler Room Festival in Amsterdam?
The sold out festival runs over three days from Nov 24-26th, at an exciting new venue with over 12,000 people attending. You will experience a wide range of music genres and sub-cultures coming together from the next generation of artists pushing the industry forward. For Absolut, we will have our stage on Saturday with a capacity for 2,500 people. The festival will be live-streamed during the weekend as well as broadcasted post event on Boiler Room’s website and their social media channels.
What’s in store next for the future of the partnership between Boiler Room and Absolut?
Our ambition for the coming year is to expand our impact through Boiler Room and collaborate with more interesting communities and emerging artists. Adding value by bringing local sounds and visual experiences to a global audience. We have four individual Absolut x Boiler Room events planned for 2023, with locations and timings finalized shortly. Stay tuned for what’s in store!