LONDON, June 17, 2015 /PRNewswire/ --
Corona will celebrate the sunset moment by bringing over 150 unique experiences to fans around the world, focusing on music and other key aspects of beach life, including the food, culture, recreational activities, and local clothing and crafts
International festival production authority SFX curating line-ups of each global festival
Corona is kicking-off summer with SunSets, a global platform that will introduce events featuring one-of-a-kind music and beach culture experiences to some of the best beaches, bars, and clubs on the planet. Corona SunSets will bring people emotionally, and at times physically, to the beach in more than 20 markets across the globe through over 150 events of varying sizes and intimacy - giving everyone a taste of summer and celebrating the magical sunset hour.
"Corona represents an opportunity to take a step back from the world and enjoy oneself, whether that is on a beach or at a bar with friends," said Marcel Marcondes, Global VP for Corona. "The sunset stands as a time every day where you can actually feel the energy of the world shifting from day to night, no matter where you are. Through SunSets we want to embrace this and bring the sunset feeling to all corners of the globe and connect people to our home- the beach - through invigorating music and cultural experiences."
Corona SunSets goes international starting on 11 July with a UK festival experience
Central to the Corona SunSets program are six immersive, large-scale but still intimate and laid-back festival experiences on four continents. Corona kicked off in the brand's home of Mexico to a sold out crowd in Playa del Carmen on May 2. The event, held at Mamitas Beach Club, was a unique experience for fans in that market and featured global and local music artists such as Laidback Luke, DJ Robin Schulz and Mexican Institute of Sound. After this first edition in Mexico, Corona SunSets will now travel to iconic beaches in the United Kingdom (July 11), Italy (July 25), Spain / Ibiza (Aug. 13), China (TBC), and Australia (TBC), amongst others.
In each of these markets, Corona will deepen its connection to the beach lifestyle and the magic of the sunset with immersive festival experiences for fans that uniquely combine music and local, beach culture. The next Corona SunSets festival will be held on July 11 at Weston-Super-Mare in the United Kingdom, which will be headlined by world renowned music artists and up-and-coming talent including Clean Bandit, Groove Armada, Eton Messy, Rob da Bank, Claptone, and Uppfade. Tickets for this event are available at http://www.CoronaSunSets.com, and the definitive line-up of each future SunSets festival will be announced in the coming weeks and months.
SFX curates global soundtrack that embodies and brings to life the spirit of the beach and SunSets
Corona teamed-up with SFX Entertainment, the leading global producer of live events and digital entertainment content focused on electronic music culture, to create an emotive soundtrack for SunSets that brings the sights, sounds, and spirit of the beach to life for fans. Corona and SFX explored multiple categories of music and artists to find the perfect combination of sounds that could translate into a soundtrack that brings the spirit of the beach to life.
Robin Schulz's "Sun Goes Down" was ultimately chosen as the basis for the SunSets Anthem, as it embodies everything in a song that Corona and SFX felt captured the magical moment and energy of the sun setting on the beach, with day turning into night. This track brings to a crescendo the emotions people feel after spending a day on the beach. After ebbs and flows of the day, and the sun lowers itself below the horizon and night descends, the unique sound of "Sun Goes Down" perfectly harnesses the excitement of entering the evening. Its beat serves as a perfect prelude to the faster-paced, energetic performances that lay ahead with each night of SunSets festivals.
Chef Amaro spices up Corona SunSets festivals
The Corona SunSets festival series will be given a unique taste and flavor courtesy of globally-renowned Chef Andre Amaro, with his delicious wood-fire based cuisine, and the Shaker Boys, who will concoct Corona-based cocktails.
Ode to the SunSet hour
Fans attending these events will also have the opportunity to visit a festival marketplace offering local crafts and clothing, participate in relaxing and reinvigorating beach activities.
Guests will be welcomed by the Corona Goddesses and Nymphs who embody the spirit of the beach and celebrate the SunSet hour with a unique ritual that signifies leaving behind the daytime, and their everyday life, and begin their journey through the night. Those who wish to visually express that they are part of the tribe worshiping the magic hour can also have their face and body painted with colourful and highly refined removable tattoos.
Variety of Corona SunSets Experiences in Intimate Settings
Corona SunSets will additionally bring over 150 unique experiences and over 1000 smaller, more intimate, pop-up beach events and bar experiences to more than 20 markets across the world including Goa, Dubai and Okinawa. Each of these events will mirror the larger festivals experiences, featuring emblematic music, cultural touches, and cuisine.
"Music is a passion for our fans - along with travel, food and culture," said Marcel Marcondes, Global VP for Corona. "The Corona SunSets platform gives us an opportunity to combine all four into an immersive experience around the world. From digital amplification and social engagement, to in-store activation and our events, Corona will be activating a truly global platform."
For more information on the Corona SunSets experiences, please visit http://www.CoronaSunSets.com
About Corona
Corona is the leading brand in Mexico and the most popular Mexican beer worldwide. Corona Extra was first brewed in 1925 at the Cervecería Modelo in Mexico City, Mexico. Ten years after its launch, Corona became the bestselling beer in Mexico, and today continues to stand for Mexican pride around the world.
About SFX Entertainment
SFX Entertainment, Inc. (NASDAQ: SFXE) is the largest global producer of live events and digital entertainment content focused exclusively on electronic music culture (EMC) and other world-class festivals. SFX's mission is to provide electronic music fans with the best possible live experiences, music discovery, media and digital connectivity. SFX was borne out of the technology revolution and produces and promotes a growing portfolio of live events that includes leading brands such as Tomorrowland, TomorrowWorld, Mysteryland, Sensation, Stereosonic, Electric Zoo, Disco Donnie Presents, Life in Color, Rock in Rio, Nature One, Mayday, Decibel, Q-Dance, Awakenings, and React Presents, as well as the innovative ticketing services Flavorus and Paylogic. SFX owns and operates Beatport, the trusted global home of electronic music where fans, DJs, and creators connect, discover, and participate in the evolution of dance music culture. Beatport offers a complete music experience for everyone, everywhere including streaming music, mobile apps and a host of ways for the EMC community to enjoy or download files, attend transformational festivals and events both in person and online, connect with like-minded fans and inspirational artists, and receive news, reviews, and unique insider access.
