Tiger lights up Aotearoa’s live music scene

AUCKLAND, Today: Tiger Crystal Ultra has just launched a bold new initiative, Venue Veterans, in collaboration with Special PR, aimed at reviving New Zealand’s live music scene.

Recent research shows 75% of small-to-medium hospitality venues are still struggling with the economic downturn. Venue Veterans hopes to rekindle Kiwis’ love for live music and support local venues.

The first event will be held at Galatos Bar, a major player in the live music scene since 1999. They’ve faced a 30% rise in operational costs over the past year.

Hip-hop icon David Dallas will headline the event on Thursday, 26th September, returning to the stage that launched his career.

Special PR developed the campaign, handling creative, design, and talent engagement, alongside industry veteran Dan Woolston. Subgenre Studio created documentary-style content for the announcement.

“Music brings people together, no matter their background and forms a big part of New Zealand’s culture.” – Fraser Shrimpton

Fraser Shrimpton from Tiger Beer says, “Music brings people together, no matter their background and forms a big part of New Zealand’s culture, so we’re proud to launch Venue Veterans.

“We hope this evening reignites Kiwis’ appetite for live performances and encourages them to get behind the many venues that keep the legacy of homegrown music alive.”

Special PR Managing Director Kelly Grindle says: “We created Special PR to create truly great work that makes a meaningful impact, and we’re grateful to work with clients like Tiger Beer, who share this ambition and believe in our strategic creativity.

“We hope that Venue Veterans helps turn the tide on the live music scene and are excited to see David Dallas perform,” Kelly adds.

Fans can register for Venue Veterans to see David Dallas live, with entry on a first-come, first-served basis. Donations will go directly to supporting Galatos’ operations.

CREDITS

Client: DB Breweries, Tiger
Marketing Director: Fraser Shrimpton
Marketing Manager: Billie Yelich
Senior Brand Experience Manager: Monique Gibson
Assistant Brand and Shopper Manager: Lucy Hansard

Agency: Special PR
Managing Director: Kelly Grindle
Group PR Director: Natasha D’Souza
Senior PR Manager: Sophie Harsent
PR Consultant: Rebecca Lawson
PR Executive: Natalie Sheers

Production: Subgenre Studio
DOP: Jason Domancie
Stills: Kayle Lawson