PRESS RELEASE
Heineken Sound Atlas Tokyo takes it to a new level for Electric Picnic
Photobooth | Karaoke Room | Viewing Platform | Laser Show
Watch Sound Atlas: https://www.youtube.com/watch?v=pFZaSF9xGY4
HEINEKEN Ireland, the official beer of Electric Picnic, is bringing Sound Atlas Tokyo, its biggest ever immersive
festival experience, to a sold out crowd at this year’s Electric Picnic.
‘Heineken Sound Atlas’ is Heineken’s music platform; a passport to music and cultural experiences from all over
the globe. At Electric Picnic, from the 4th to the 6th of September, in Stradbally Co Laois, ‘Heineken Sound Atlas’
will return with the next evolvement of Tokyo’s thriving music scene, following a spectacular debut at Longitude
Festival in July. This will be the second year Sound Atlas takes over Electric Picnic, following last year’s massive
Brooklyn Block Party.
No-Dancing - Fueiho
Fueiho, the No-Dancing Law, was introduced to Tokyo in 1948. The law prohibited dancing in small venues and
clubs after midnight. As a result, it inspired an underground movement as thousands of people throughout the
city came together, determined to dance. The Fueiho No-Dancing Law was overturned this summer after 67
years – marking the end of an era in Tokyo’s unconventional party scene.
This liberating movement is what inspired Heineken Sound Atlas Tokyo and will be brought to life on the fields
of Stradbally in September.
Sound Atlas Tokyo @ Electric Picnic
The Sound Atlas structure has been custom-built for the Electric Picnic Festival and will be a whopping three
times the size of its Longitude counterpart. The structure has evolved to facilitate Tokyo by Night, an experience
that will incorporate some of the country’s most energetic DJs, a custom built laser and light show and a host of
other surprises for the thousands of guests expected to visit over the three-day festival.
The area will also include a Japanese-style Izakaya noodle bar, a ping pong tournament, a photo booth, viewing
platform and, of course, karaoke, offering festival-goers the opportunity to fully immerse themselves in an
authentic Tokyo experience.
Tokyo X Heineken
Over the last eight months, Heineken’s music team has continuously collaborated with Tokyo’s most influential
DJ’s, promoters and creators. Heineken Ireland immersed themselves in the Tokyo music scene to take guidance
from key players such as Irishman, Shortie, and producers HVNS, Sauce 81 and Dazzle Drums. Heineken’s Irish
music team also explored how spaces like Disk Union, Sound Museum Vision, UC Lounge and Bridge Bar could
be brought to life at Electric Picnic.
Sound Atlas Tokyo Short Film – Tokyo By Night
The next instalment of the Sound Atlas video series, Tokyo by Night, focuses on how the city comes to life after
dark. The video takes viewers on a journey through some of Tokyo’s most impressive nightclubs and party
spaces and shows how, despite the no dancing law, the city still dances to its own beat. In the lead up to Electric
Picnic, festival-goers can watch the two minute film on Heineken’s Facebook and Twitter pages, giving them a
taste of what to expect.
Jo Donnellan, Sponsorship Brand Manager at Heineken Ireland, said; “Tokyo at Longitude was an incredible
start to the Heineken Sound Atlas festival experience. For Electric Picnic, the structure has grown exponentially,
giving festival-goers an even richer experience. We had so much we wanted to showcase from Tokyo that we
couldn’t possibly fit it all in one festival. Electric Picnic will showcase the side of Tokyo that comes to life when
the sun goes down, on top of the incredible daytime experiences music fans enjoyed at Longitude. We aim to
celebrate the lifting of the Fueiho ban, in style, all weekend.
Music fans can join in the conversation by following @Heineken_IE and by searching #SoundAtlas for exclusive
behind the scenes content, live festival updates and prize giveaways.
ENDS
For interviews, information or imagery contact Thinkhouse on 01 4200070.
Dave Byrne dave@thinkhouse.ie
Niall Morris niall@thinkhouse.ie
About Heineken Sound Atlas
Heineken’s music platform, Sound Atlas, unearths ground-breaking music and cultural experiences from all over
the globe and brings them direct to music fans throughout the country. Heineken Sound Atlas is a passport to
the most exciting music scenes from around the world and will be brought to life in music events, festivals, pubs
& off-licences across the country as well as Heineken’s social media platforms.
Having already travelled to Berlin and Brooklyn, Heineken will continue to infiltrate the world’s most exciting
music scenes, and will continue to take music fans on the journey with them through evolving immersive
experiential and digital experiences.
www.heinekenmusic.ie