Pepsi Max X Noisey 48 Hour Mixtape Series with Norwegian Footwork Producer Slick Shoota

via Hard Blogger Faster

This summer Pepsi Max and Noisey have joined forces to challenge three emerging artists from three cities where Pepsi Max have a festival presence (London, Manchester & Oslo) to create a brand-new mixtape in just 48 hours.

In the third and final episode of the series, Norway’s preeminent footwork producer Slick Shoota is challenged to create a mixtape from scratch in just 48 hours to capture the best of what Olso has to offer.

Pepsi Max and Noisey, naturally, then documented the entire process as each artist used their city, experiences at festivals, and the summer vibe as inspiration as they created their unique, collaborative mixtape.

With little time, Slick Shoota called upon his friends and a host of Norway’s up-and-coming electronic talent – including Drippin’, Purrpurr Purple, and Boska – to help him with his challenge.

“I’m really stressing out, it’s only 48 hours, and I need to make 6-8 tracks. And that’s quite heavy,” explains the producer as it dawns upon him the magnitude of the challenge he has in front of him.

“This week is Oya Festival, the whole city is really excited, and I really want to capture the energy of the city. If there’s a 48 hours to choose to do a mixtape like this, this is it.”

With his field recorder in hand, and the sun shining, Slick Shoota takes in the sights and sounds of his hometown for some inspiration for his mixtape.

“When you’re using a field recorder, you never know how those sounds are going to come out, but the good thing is you get sounds you never thought you would,” explains the producer.

Shoota’s home studio quickly became a hive of activity for 48 hours as the rag-tag group of artists, producers, and musicians set about creating 7 original tracks for the mixtape, which then got its premiere at Oya Festival’s after party.

Watch all three episodes by clicking the links below:

Slick Shoota's 48 Hour Mixtape

Jme's 48 Hour Mixtape

Murkage Dave's 48 Hour Mixtape

Study Shows Millenials' Opinion of Brands that Sponsor Music Festivals

via Your EDM

These days, it’s almost entirely impossible to attend a music festival without witnessing heavy signs of branding across the grounds. From banners on the walls to stage names to dedicated vendor booths, large-scale events have become innately bonded to companies like Red Bull, 7-Up, Bud Light, and T-Mobile. Even though the purist in me wants to say that I dislike any overly saturated corporate involvement in something that should be entirely catered toward enjoying the music, the reality of the situation remains. These brands play an integral and often enjoyable role in the cultivation of a complete and fulfilling music festival experience.

Their presence brings not only necessary funding required to create the sheer scale of such events, but also a newfound appreciation and feeling of brotherhood between themselves and those in attendance. As these brands host more and more events, their image and services become highly associated with the actual festival itself. A recent study made by live promoter group AEG and branding company Momentum Worldwide details exactly how warm the relationship is between them and the fans. Specifically, they targeted their research on the Millenial generation, the obvious leaders in current festival attendance.

According to their research, an overwhelming 93% of those surveyed stated that they liked the brands that sponsor live events. 80% said that they will purchase a product following a music festival experience, as opposed to 55% of those who were not in attendance. Finally, those who attended a music festival with brand sponsorship walked away with a 37% better perception of the company.

It isn’t easy, however, for a brand to output a consistently positive image at such events. It takes far more than a paycheck and few posters to foster a steady relationship with the fans, and is far more complicated than one might think. Glenn Minerley of Worldwide Momentum reacts to the study findings:

The research clearly shows people will welcome brands in their music experiences. The interesting challenge now is how to do so in a way that feels more memorable to consumers and valuable to brands than what our industry has delivered in the past. We all need to evolve.

The way these brands go about hosting their festivals has had a noticeable impact on my own experiences in the past. The main one that comes to mind for me is Red Bull. Whether I’m in Los Angeles or Chicago, it’s extremely rare not to see a dedicated Red Bull booth or two on the grounds, serving different flavors of their drinks behind a blue counter. Known for their involvement in everything “exciting and extreme”, I’ve found momentary comfort at many different events when I remember that a nicely sized, cold kick of energy is waiting for me right around the corner. Their commitment to hosting so many of the fantastic shows I’ve attended over the years has ingrained their image into my actual memories. The fondness I feel for these festivals is due in part to the brands that make the experience possible.

Another notable incorporation of brands into the music scene comes directly through artist relations. Between sponsored songs, accompanying commercials, and artists acting as spokesmen for heavily involved brands, like Martin Garrix and Tiësto with 7UP, the evolution of music becomes more apparent than ever and rather well received by fans who are far more likely to purchase products touted by their favorite musicians. Whether promoted subtly or with their face firmly planted on the products, there is no doubt that corporate involvement in our scene is at an all-time high. We can’t wait to see what comes next.