Heineken has a strong music heritage. We wanted to reinforce Heineken’s position as the most progressive and innovative brand in Asia’s music scene. To do that, we launched the Heineken Original Sound Experiments.

In 2015 we tested a simple hypothesis: CAN YOU SEE MUSIC? We gathered a diverse group of collaborators to create one of the largest experiments ever seen in the music world - Experiments that push the boundaries of how we interact with music, beyond just listening to it.
The Original Sound Experiments bring music, technology and 'Men of the World' together, revolutionising the way we enjoy music and involving over 50,000 music fans, in 17 CITIES across 36 EVENTS, each one with over 6 HOURS of live immersive visual stimuli.
Through our integrated campaign, over 12.5 million people saw music!
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