Whenever Heineken throws its much-lauded by-invitation-only shindigs, the nightlife and music world in Singapore usually goes up in a tizzy.
Since 2000, the beer brand has been raising the bar with its series of events under the Heineken Music label like the Elevation concerts which saw acts like Freestylers and Bentley Rhythm Ace rocking it out on car-park rooftops, and exclusive party du-jour, Heineken Green Room, which started in 2002.
Over the past decade, the Green Room music platform has treated local music fans to cutting-edged acts such as Snowboy & The Latin Section, Roy Davis Jr., U.N.K.L.E., Chicks On Speed, Tortured Soul, Thievery Corporation, The Rakes, Moderat and The Gaslamp Killer while at the same time exploring unique venues such as the F1 Pit Building and the warehouse complex at Tanjong Pagar.
The platform also took it upon itself to educate the masses and spread the gospel of electronic dance music. In March 2008, the Heineken Green Room took on a refreshed approach with the establishment of the Heineken Green Room Sound Council, a collaboration with some of the foremost opinion leaders in the local music scene.
Led by producers, DJs, musicians and tribe leaders, the Sound Council formalises Heineken’s collaboration with the music industry’s most renowned insiders, by giving these individuals an opportunity to elevate the music experience in Singapore, starting with Heineken Green Room events.
On 10 August 2012, the Heineken Green Room returns to where it started – Zouk – with artistes, Philadelphia underground hip-hop and electro group Spank Rock as well as Scottish beatmonger and producer Scott Bailey aka Drums of Death.
“Since the debut of Heineken Green Room in 2002, we have been developing new, distinctive, international music experiences where our members have been able to connect with one another,” says Asia Pacific Breweries Singapore’s head of marketing Rene de Monchy in a press statement.
Zouk’s Timothy Chia adds, “Returning to Zouk for its 10th Anniversary seems like the natural thing to do and is really representative of the partnership coming full circle. We look forward to growing the partnership with Heineken for at least another 10 years.”
Like previous Green Room incarnations, this upcoming one will be another aural and visual treat. Inspired by the ‘Wizard of Oz’, the club will be bathed in a spectrum of light and sound, while the “Tin Man goes in his search for a heart of music.”
Heineken Green Room feat. Spank Rock & Drums of Death happens on 10 August 2012, 10pm (doors open to public after midnight). Entry by invitation only. Follow @Heineken_SG to find out how you can score some VIP invites.