Tiger Beer brews up a musical plan for local artists

Tiger Beer this week unveiled Tiger Jams – a brand new platform that stages Asia’s undiscovered music talent to the rest of the world through collaboration.Bringing the freshest talent together in the fields of music and art, Tiger Jams will provide the opportunity for Thai and Malaysian undiscovered talents to collaborate with some of Asia’s most exciting music acts and visual artists.These collaborations will draw inspiration from the distinct streets and sounds of Tiger Beer and creative agency partner The Secret Little Agency (TSLA) saw that Asia’s music talent was under-represented and labelled by the perception that it is inferior in quality and progressiveness compared to Western counterparts.Tiger Jams kicked off this week with a call for undiscovered artist entries on www.tigerjams.com. As fuel for inspiration, Tiger released a series of videos featuring the stories of established music acts that undiscovered talents will collaborate with. These include Tonick from Hong Kong, The Sam Willows from Singapore and Polycat from Thailand.Based on the entries, a shortlist of undiscovered acts will be handpicked by a curatorial panel consisting of music industry luminaries. Music fans will then play a part in the artists’ journeys, voting for the three selected local Tiger Jams acts they would like Tiger to stage. Tiger Jams will culminate in a street festival held at iconic locations around the region, where a collaborative jam between an undiscovered artist and an acclaimed international live act will be unveiled.“We believe that music can transcend cultural boundaries and serve as a common language for the people of Asia. We also know that music from Asia is currently under-represented. To address this, we are launching Tiger Jams – a platform that will uncage the incredible audio-visual talent in our region. We want the world to sit up and pay attention to Asia – the next music and creative powerhouse,” said Mie-Leng Wong, global brand director Tiger Beer at Heineken Asia Pacific