This year 7Up will amplify the electronic dance music (EDM) energy, community and movement with #7x7UP. The yearlong 7Up program, Dr Pepper Snapple Group says, will bring uplifting experiences to seven festivals and events. As part of this collaboration 7Up will partner with seven DJs, including the world-renowned DJ, Tiësto, who helped 7UP light up a village in Chile as part of 7Up’s newly launched creative.
“Fans of EDM are a passionate and tight-knit community always on the edge of electronic music discovery,” says Dave Falk, vice president of marketing for 7Up at Dr Pepper Snapple Group. “The music and the incredible productions at the festivals are at the core of the EDM lifestyle, and we want to help fans connect even more closely with the experiences they love.”
During the yearlong #7x7UP program, 7Up will provide fans unprecedented access before, during and after the most anticipated dance music festivals of 2014 with unique experiences and exclusive content. Meanwhile, 7Up will spotlight six “Bubbling UP” DJs and chronicle their journey on how they are becoming the newest stars of the electronic dance music movement.
“I wanted to become a DJ from the moment I first heard dance music and it’s become my life’s passion. My goal is to spread the music and share my passion with fellow EDM fans around the globe,” says Tiësto. “Now with the support of 7UP®, we’re literally going to light things UP at the best EDM festivals and events across the U.S.”