Heineken creates immersive pop-up music series at unconventional venues

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Heineken is back on the music circuit and aiming to reinvent how people connect. Refresh Your Music 2025 launches with an experiential pop-up campaign that swaps conventional music venues for gyms, grocery aisles and bookstores, inviting fans into a new kind of soundscape—one where the beats are fresh and the people even fresher.

Partnering with the Timeleft app, a social tool built to connect strangers through shared experiences, Heineken is tapping into a growing demand for more meaningful offline interaction. This year's campaign puts less emphasis on passive listening, and more on active social discovery.

"We're incredibly excited to bring back Heineken's Refresh Your Music for the third year running, continuing to inspire fans to explore new sounds and break out of their musical routines," said Shaun Lim, marketing manager of Heineken Malaysia. "From the start, 'Refresh Your Music, Refresh Your Nights' has been more than just a tagline—it's a movement. It's about pushing boundaries, creating unexpected moments, and bringing people together through the power of music."

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The exclusive REFRESHING SESSIONS kicked off at Good Juju Barbell Club, where Heineken transformed the workout space into a pulsating club floor.

This genre-blending approach reflects the spirit of the campaign: crossing musical—and social—boundaries. "This year, we're taking it even further. It's no longer just about refreshing playlists—it's about transforming how music is experienced and turning strangers into friends," Lim continued.

Everyday places, unlikely raves

Next on the list? Supermarket shelves and bookstore aisles. The campaign's upcoming pop-ups will take over QRA and Eslite Bookstore, turning daily errands into opportunities for dance, dialogue, and discovery.

Through Timeleft, participants can RSVP, match with others, and dive into curated musical journeys guided by some of the region's boldest DJ collaborations. Each session also offers an opportunity to earn exclusive passes to the Refresh Your Music 2025 main event in June—an all-out celebration headlined by a yet-to-be-named international DJ, alongside a lineup of genre-crossing artists.

Attendees can also win limited-edition Heineken vinyl players—a clever blend of nostalgia and brand love, reinforcing the campaign's theme of rediscovery.

Join us this coming 21 May for #Content360, an extravaganza centered around three core thematic pillars: Challenging the norm; Conquering Media Fragmentation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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