Depth charge

Last minute music is the order

What?: San Miguel’s Hidden Depths campaign, which will feature exclusive performances from some of today’s ‘most intriguing artists’, is back for a second year. The unique events are billed as being “designed for those who like to look further”, and will feature a selection of guest artists picked by one of five headline acts. This year’s selection includes The Glimmers and Chromeo. The first night takes place at Soho Revue Bar in London on 26th June, and will be hosted by Reverend & The Makers’ label, Wall Of Sound.

The full extent of the Hidden Depths line-up is only ever revealed on the night. Tickets are strictly invite-only and available to competition entrants, with winners selected at random and notified only a few days before the event.

Previous headliners have included Get Cape. Wear Cape. Fly and DJ Kid Koala.

So what?: As the 500-event-strong UK festival season rolls up again with the approach of the summer, the normally buoyant circuit is coming under pressure from both weather concerns and the ongoing credit crunch. With numerous alcohol brands tethered to pouring rights at these increasingly unstable events, others – like San Miguel – are opting for a more intimate approach. The Spanish beer brand is offering up a niche event that goes beyond just music. Plus it’s both rain- and cost-free. However, is it simply too niche to generate enough interest?

“I really like the central premise of this San Miguel initiative. Mysterious and surprising cultural treats await you at their events, alongside what you already know of. They’re involving some credible artists too. As is so often the case, however, I’m just not sure how it expresses a brand truth or whether its distinct elements are quite distinct enough.”
Ant Swede, Creative Planner, FRUKT

www.sanmiguel.co.uk