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Miller Genuine Draft, Mixmag make a comeback with music event

MA-Running-Touch-Flyer-FINALMiller Genuine Draft and Mixmag have partnered in Sydney to present the Miller Amplified music series.

Coca-Cola Amatil (CCA) said in a statement, the music event is launching on 23 March. Miller Amplified comprises 21 unprecedented music events brought to Sydney. Mixmag is the longest-running electronic media platform in the world, and has curated a line-up of international and domestic talent.

Brigitte Kedicioglu, who heads up the Miller brands in the local market said of the inspiration behind the idea, “Our aim is to create a fun, one-of-a-kind environment for guests to enjoy Miller Genuine Draft. Miller Amplified with Mixmag does just that and we can’t wait to see what these nights have in store. Throughout the course of the year Miller Genuine Draft will continue to strive to deliver unique experiences at venues across Australia.”

CCA said kicking off the series is headliner Running Touch, the mysterious artist from Melbourne, appearing ahead of his upcoming national tour supporting Crooked Colours. A hybrid between a one-man-band and electronic act, Running Touch combines his talents as a guitarist, pianist, bassist, vocalist and dancer to create an unorthodox yet captivating-to-watch live performance.

On-the-pulse Darlinghurst entertainment venue Oxford Art Factory plays host to Miller Amplified, which sees music industry insiders enjoy these exclusive events.

CCA said in September and October, the Mixmag and Miller Genuine Draft partnership will continue to take over Australia, with entertainment hotspots turned wholly black and gold, and the doors opened for consumers to enjoy the Mixmag and Miller Amplified music experience.

These events form part of the Miller global campaign, “When Exceptional Happens”, creating consumer delight through unique opportunities to experience the Miller Genuine Draft brand in an innovative way. The liquor company will also launch the long-awaited and new-to-market Miller Genuine Draft can which will initially be exclusively available at Miller Amplified events.


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