Miller Genuine Draft partnered with Get Physical Music for its annual Miller Miami party during Winter Music Conference. Though both companies host parties during W.M.C. each year, the partnership kicked the bashes up a notch with a joint all-night rave party at Charcoal Studios in the Wynwood arts district on Saturday.
The rave served as the final of four events as part of Miller Miami 2010, the culmination of the company's yearlong global activation to discover and showcase emerging electronic music talent. According to London-based global music agency and Miller Miami's event producer Splendid Communications, Get Physical is recognized as a purveyor of cutting-edge electronic music, making the partnership a natural choice for the beer brand.
Nearly 1,500 people attended the nine-hour event. As part of Miller's global activation, the beer company held an international contest with 110 people winning a trip to Miami for the 25th anniversary of W.M.C.
The night began with a two-hour private V.I.P. party for the contest winners, seven of whom showcased their DJ skills, in Charcoal’s main event area before the adjoining warehouse opened to the public at 10 p.m. Charcoal later reopened to all partygoers with V.I.P. access from 11 p.m. until 7 a.m. Sunday.
Miller contracted London-based DesignScene Limited to produce the event. The company outfitted the warehouse space with branded furniture, Miller product displays, and gobos on the walls and floor. Taking advantage of an indoor pool, Hot Jam Entertainment provided costumed lifeguards, bathing beauties, and mermaids to entertain guests.
Miller continued its branding efforts in the adjoining warehouse with an art installation of video tubes suspended from the ceiling, a nod to the venue’s arts district location. Get Physical booked a lineup of nine DJs from Berlin, London, France, and the U.S.A. DJs Matthew Dear, M.A.N.D.Y., and Damian Lazarus mixed their three styles of techno and house music into a single performance as the headlining act.
