Following Armin van Buuren‘s partnership with Heineken and Zedd‘s collaboration with Bud Light Platinum, it is finally Tiësto‘s time to shine in the spotlight alongside an unlikely candidate- 7UP. The icon has already assisted 7UP “Light UP” a village in Chile, and as perhaps one of the least expected brands to enter electronic dance music, 7UP has stepped up to the plate with its yearlong #7x7UP project. For the remainder of 2014, the program will embody the “7 DJs. 7 Shows.” concept and will feature Tijs as its primary face.

“Fans of EDM are a passionate and tight-knit community always on the edge of electronic music discovery,” says Dave Falk, vice president of marketing for 7UP(R) at Dr Pepper Snapple Group. “The music and the incredible productions at the festivals are at the core of the EDM lifestyle, and we want to help fans connect even more closely with the experiences they love.”

While dates and venues have yet to be announced, it wouldn’t be surprising if #7x7UP were to make its debut at this year’s Ultra Music Festival. Stay tuned to Dancing Astronaut for further updates.

Via: Wall Street Journal  

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Tags: #7x7UP, 7up, tiesto

Categories: Music