Beach bouyed by music

Surf’s up for Asian bands

What?: Quicksilver – a leading sports lifestyle company – is promoting some of Asia’s biggest music acts via major surf events such as the Quiksilver Open Keramas in Bali, Indonesia and Quiksilver Revolution 2.0 in Sunway Lagoon, Kuala Lumpur, Malaysia.

Quiksilver hosted a party celebrating the culmination of the Quiksilver Open, Keramas at the Hard Rock Hotel Bali. Headline music acts were Pop Shuvit and Joe Flizzow from Malaysia. Both acts played to crowds of 40,000 people at the Quiksilver Revolution 2.0 earlier in the year. Bangkok-based band Futon and DJs the Stylustiks also performed at the major surfing event.

“Our target market is the same as Quiksilver; it includes the youth who enjoy music and participate in the extreme sports field,” said Sunway Lagoon’s Senior Executive of Public Relations, Loke Kah Peng.

So what?: Asia has been a major surf destination for the last 25 years, and Quicksilver is a brand well positioned to target Asia’s musical youth. The use of Sunway – the largest manmade surf beach in the world – as a backdrop migrates the campaign from a basic sponsorship deal to a fully-fledged interactive experience. Quicksilver recently offered up 60,000 Quicksilver iTunes cards as part of a surfing promotion in Australia between surf icons and emerging bands. It seems a similar promotion based around new acts would be the natural next step in Asia.

“It’s great to see more and more brand–funded music events appearing on the calendar. Surf’s up!”
Kate Baldwin, Event Director, Music Matters

http://live.quiksilver.com