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Tiger Beer Champions Undiscovered Asian Talent with Tiger JAMS Platform, 1 year, 7 months ago

The Secret Little Agency launches content led campaign featuring original music videos from six undiscovered musicians

Tiger Beer Champions Undiscovered Asian Talent with Tiger JAMS Platform

Six music videos staging undiscovered musical acts in Asia have been unveiled by Tiger JAMS, the newly minted music platform of Tiger Beer. 

'Home to You', an original track created by budding musician Rozella (MY) in collaboration with acclaimed act Darren Ashley (MY), and visual artist Flex (SG), is just one of the 6 videos that showcase the result of collaboration forged through unexpected connections between musicians and visual artists. Since May 2016, over 5,000 participants and over 250,000 votes have flooded into

“What struck us was the quality of talent and music that is right before us. All we did was create the platform to really bring this talent to life in an unexpected manner. At the end of it, it is all about the music and the single-minded desire to showcase Asian music to the rest of the world,” said Nicholas Ye, Chief Executive Officer at The Secret Little Agency.

Six undiscovered musicians – Rozella, Son of a Policeman, Donamarie from Malaysia, and Mirrr, Monkey Business and 23’O from Thailand – were shortlisted with original tracks that were then made into original music videos, as part of a content led campaign created by creative agency, TSLA.

“Each music video is a work of deep collaboration, an experimentation in exploring new possibilities of sights and sounds of Asia, and a testament to the unexpected connections forged and magic that is sparked when different creative talents are brought together – regardless of background or language differences,” said Mie-Leng Wong, Global Director Tiger Beer at Heineken Asia Pacific Breweries.

All six tracks made their public debut at the #TigerJams Centerstage events in Kuala Lumpur and Bangkok, on September 2nd and 3rd respectively.


Advertiser: Heineken Asia Pacific - Tiger Beer

Creative Agency

Creative Agency: The Secret Little Agency

Creative Director: Daniel Ko

Copywriter: Jonathan Yip

Art Director: Neville Hew

Strategist: Valerie Lim

Producer: Ling Tiong, Dixon Sim

Executive Creative Director: Nicholas Ye

Chief Creative Officer: Hanyi Lee

Chief Strategy Officer: Eunice Tan

Group Business Director: Julia Wei

Account Management: Zelanie Soh

Tech Lead: Kien Wai E

Associate Creative Director: Etienne Lesourd

Programmer: Tracy Phillips, Darren Tan

Category: Alcoholic drinks , Beers

Genre: Digital , Music & Sound Design , Music performance , Strategy/Insight