Tiger Beer platform to ‘uncage’ undiscovered music talent in Malaysia and Thailand

Tiger JAMS KV Landscape RGB

Tiger Beer has launched a platform to find and develop undiscovered artistic talent in Malaysia and Thailand, which the company says is a response to Asia’s underrepresentation in the music world and the perception that Asia’s music scene is inferior to the West’s.

Tiger Jams, devised by The Secret Little Agency, is a portal for local talent to connect with established artists that begins with a call for entries for a competition for the opportunity to perform at Tiger hosted events around Thailand and Malaysia with “an acclaimed international live act” yet to be revealed.

A video for each market tells the stories of artists Tonick from Hong Kong, The Sam Willows from Singapore and Polycat from Thailand, artists the winners of the competition will be collaborating with.

The winners will partly be decided by public vote on which three acts should perform at street festivals put on by Tiger, and partly by a panel of judges.

Mie-Leng Wong, global brand director Tiger Beer at Heineken Asia Pacific Breweries, said in a press release: “We believe that music can transcend cultural boundaries and serve as a common language for the people of Asia. We also know that music from Asia is currently under-represented. To address this, we are launching Tiger Jams – a platform that will uncage the incredible audio-visual talent in our region. We want the world to sit up and pay attention to Asia – the next music and creative powerhouse.”

The idea is the latest incarnation of Tiger Beer’s global ‘uncage’ platform, a call for Asian men to let go of their inhibitions that was introduced in 2014 in a campaign by the now-defunct Droga5 Sydney.


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