The international beer has joined forces with Pitchfork Media, one of the largest and most respected music curators and publishers in the world, to bring fans straight to the heart of music and share their experiences with the world.
The MusicHunters are a team of people from across the world who have auditioned via social media, and have been given once in a lifetime access to concerts, festivals, intimate gigs and more. The MusicHunters document their experiences and share on YouTube, Twitter, Vine and Instagram.
Already the MusicHunters have had backstage access music fans can only dream of. They’ve seen The National do their pre-concert ritual, probed rapper Danny Brown’s theory on the effects of expensive clothes and reminisced with funk-legend, Niles Rodgers, as he looked back on making hits with Chic, David Bowie and Daft Punk.
“Music is everything to Tuborg,” explains Nicola Weiss, international marketing director for Tuborg. “We have been involved with music for years – and not just the famous festivals. We support music right down to a fella and his guitar, strumming a tune in a crowded bar.
“And that’s what the MusicHunters is about. Of course we can bring the music headline to fans, but we want to get under the skin of music – what makes artists tick? Who are the people that make up the atmosphere at the festival? What’s the one thing an artist can’t go without in his rider?
“We are looking for music hunters who can not only storytell but can storydo. These are the people who we and Pitchfork believe to have the ability to predict the next big artist in music.”
One MusicHunter, Luka, (@Lukatoyboy) from Serbia, has already gone backstage at Northern Europe’s largest music festival, Roskilde, Denmark. With unprecedented access to artists, Luka has documented his experiences as well as interviewing groups from across the world.
Described by the national UK newspaper, The Guardian as the ‘bible of independent music,’ Pitchfork Media is an online publication which has gained applause and acrimony for its forthright, expert reviews of music.
RJ Bentler, Vice President of Video Programming at Pitchfork says: “Working with Tuborg on this project has given us the chance to explore various music scenes in regions we might not have otherwise had the chance to. We like to do things differently and push boundaries. Tuborg is a great fit with our ethos.”
Tuborg will continue to add to its army of #MusicHunters. People can apply at www.musichunters.com.
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