Tiger Jams reaches 5m views milestone

Tiger Beer has reached a milestone with the platform it launched in May to back unknown music talent in Asia, passing the 5m video views mark.

Rozella performing Home song

Tiger Jams, devised by Singapore’s The Secret Little Agency, saw three undiscovered acts from Malaysia and Thailand chosen to jam together with acclaimed musicians and produce an original song accompanied by a visual artist.

The platform, an alternative approach to music sponsorship and a way around tight regulations on alcohol advertising in Malaysia and Thailand, has seen more than 5,000 musicians participate, 250,000 votes cast to select the best acts, and 10,000 people attend live performances.

In this film, Malaysian graffiti artist Kenji Chai, who recently featured in a film for Nippon Paint, produced the visual element for a collaboration between Donamarie and ToNick, covering the band is luminous paint for their performance.

In a second film, Singaporean band The Sam Willows perform with Malaysian act Son of a Policeman, with the aid of painter Donald Abraham.

Little known Malaysian singer Rozella performed in this film with Darren Ashley and visual artist Flex to create the original track ‘Home to you’.

In this film made in Thailand, local band Mirrr had the opportunity to collaborate with Somkiat, accompanied by the artist Eyedropper Fill.

TSLA was appointed by Tiger Beer in March 2015 as global digital agency of record. Tiger Jams marks the agency’s second big project for the famous Singapore-born brew having impressed with its #SayItWithTiger campaign to get whole world involved with Chinese New Year.

Mie-Leng Wong, global director of the Tiger Beer brand, commented: “What struck us was the quality of talent and music that is right before us. All we did was create the platform to really bring this talent to life in an unexpected manner. At the end of it, it is all about the music and the single-minded desire to showcase undiscovered Asian music and sounds to the rest of the world.”

Tiger Jams chimes with the beer brand’s global ‘Uncage’ proposition launched in 2014 to encourage Asian men to let go of their inhibitions.

Tiger Beer recently moved its global ad account from the now-defunct Droga5 Sydney, which produced the commercial ‘Wok’ at the start of the year, to the newly launched Marcel Australia. Locally, Tiger Beer works with BBDO in Singapore. The agency was behind a recent campaign to preserve Singapore’s street food.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing