Tiger Beer has partnered with Drax Project to uncover local music talent, as artists in the industry have been doing it tougher than usual due to Covid. The project, dubbed Tiger Uncover, saw Drax Project collaborate and mentor Auckland-based electronic duo imugi, composed of Carl Ruwhiu and Yery Cho. The collaborative track titled Solace is out now.
“We've always really enjoyed collaboration with other artists and the fresh ideas they bring to the table. It's always a learning process, and regardless of experience, when everyone brings an open attitude to a session, the learning ends up going both ways,” said Drax Project.
“Mentoring sessions with other artists always make us think of our first session with SIX60. We were just starting out, and they were SIX60, but they made us feel really comfortable and treated us like equals. They made us believe that we can all achieve our dreams, and we try and pass on that positive energy to anyone we work with.”
Tiger Uncover will support the release of the new track by creating long-form content to tell imugi’s story, purchasing $450,000 worth of advertising, filming a music video, hosting a launch party and facilitating interviews with Drax Project and imugi across major radio stations.
“We’re thrilled to support emerging duo imugi with this opportunity to work with international hit-makers, Drax Project. Tiger Beer as a brand is bold, brave and courageous in the face of challenges, and despite the huge challenges the music industry has faced over the last few years we wanted to show that nothing is impossible, boldness always finds a way,” said Fraser Shrimpton, marketing director at DB Breweries.
