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5/31/2005

 
AmsterJam to Hit NYC

Major Summer Music Festival Features Top Acts in Rock and Hip-Hop

Individual Sets Capped by Unique Collaborations in Biggest Mash-Up Concert Ever

Red Hot Chili Peppers and Snoop Dogg Set to Headline Day-Long Event at NYC's Randall's Island on August 20

311, Garbage, Mos Def, Fat Joe Also Confirmed

Tickets on Sale June 3

Created by Heineken

Heineken USA Partners With Funk Legend Bootsy Collins

NEW YORK, May 31 /PRNewswire/ -- Heineken USA will heat up the Summer of 2005 with AmsterJam, a day-long music festival featuring the biggest Mash-Up concert ever held. AmsterJam is set for Saturday, August 20 on New York's Randall's Island. An event this innovative requires a curator with an unconventional vision and a well-developed sense of eccentricity. To that end, Heineken USA has selected funk legend Bootsy Collins of Parliament- Funkadelic to mastermind the musical alchemy. Heineken USA and Bootsy Collins are excited to announce the first confirmed Mash-Up: funk-metal superstars The Red Hot Chili Peppers and the incomparable Snoop Dogg. Mash-Up pairings among the other confirmed artists -- 311, Garbage, Mos Def, and Fat Joe -- and two major Latin performers will be announced at a later date. The line-up and Mash-Ups are subject to change. Tickets will go on sale Friday, June 3. Tickets will be available and admittance granted only to those ages 21 and over. Valid ID will be required to enter the event.

(Logo: http://www.newscom.com/cgi-bin/prnh/20050531/NYTU097LOGO )

Mash-Ups, the most recent phenomenon in underground music, are beginning to break through to a broader audience. At AmsterJam, major artists from distinctly different musical genres will perform their own sets and then combine talents to create unique, on-the-spot collaborations. Mash-Ups received mainstream recognition when Linkin Park and Jay-Z joined forces on a number one record and a major concert in late 2004. This novel and imaginative method of shattering musical boundaries continues to intrigue and excite audiences.

In addition to the main concert, AmsterJam will bring Amsterdam to trendsetting music-lovers. The Green Light District, an Amsterdam-themed village, will be constructed on Randall's Island. It will feature additional talent, established and emerging, performing throughout the event on the second stage, as well as sights, sounds and tastes evoking the communal spirit of the exciting European cultural capital in which Heineken is brewed. Concert goers can also expect high-tech interactive music stations, a short-film viewing suite, club lounges, and more. The event will be produced by the Michael Lang Organization and IMG.

Bootsy Collins sees his participation in AmsterJam as a natural extension of his iconoclastic spirit. "It is time for all musical genres to unite at AmsterJam," Collins said. "August 20 ain't nothin' but a positive party where music will be taken to a higher plateau. And in the end, it will be the people who will make a joyful noise."

"Snoop and the Chili Peppers together at AmsterJam is gonna be off the hook," added mega-platinum rapper Snoop Dogg. "We are going to light up the stage giving the crowd a show like they've never seen before."

"AmsterJam is the most ambitious music undertaking yet for Heineken and part of our continuing efforts to bring the latest and greatest music experiences to the people," said Andy Glaser, Brand Director for Heineken USA. "AmsterJam is a creative new music platform where both new and established artists will come together to express their own progressive mindset through genre-defying collaborations. Heineken's goal is to create an event that blends diversity and community and encourages a progressive approach to life."

Heineken USA has consistently partnered with the music industry to create innovative and electrifying musical experiences. As recently as this year, Heineken USA provided the "Green Carpet" for the 47th Annual Grammy Awards. The album 'Red Star Sounds Presents Def Jamaica,' born from the nonprofit "The Heineken Music Initiative," was nominated for a Grammy in the Best Reggae Album category. Produced by Red Star Records, 'Red Star Sounds Presents Def Jamaica' featured platinum-selling artists, and all proceeds from its sale benefited the VH1 Save the Music fund.

As an extension of its commitment to being a responsible marketer and manufacturer, Heineken USA is focused on ensuring the safety of participants during, and at the conclusion of AmsterJam. As with all Heineken USA events and programs, the Company will encourage attendees to consume their products responsibly and to use public transportation to and from the event. Additional precautionary steps include on-site security and EMS. "We are working diligently to create a safe environment for all who join us on August 20," added Glaser.

About Snoop Dogg

Snoop Dogg established himself as a vital hip-hop voice in 1992 by penning several verses on 'The Chronic' that have since become world-famous. His first solo album, 'Doggystyle,' was the first rap debut to premiere at the top of the Billboard charts. With hit after hit, including last year's infectious "Drop It Like It's Hot," Snoop has become a musical and cultural icon, a hip- hop Renaissance man, an entrepreneur, and a legitimate Hollywood leading man.

About the Red Hot Chili Peppers

After 19 years and 16 million+ records sold in the US, the Red Hot Chili Peppers are still going strong and creating some of their most vibrant and infectious material to date. The Red Hot Chili Peppers solidified their commercial and artistic reputation with one of their most successful releases 'Blood Sugar Sex Magik.' The album was a monster hit upon its 1991 release (going on to eventually sell a staggering seven million copies in the U.S. alone), as it spawned such hits as "Give It Away" and "Under the Bridge." Soon thereafter, the band released 'Californication', proving to be another monster success and reconfirming the Chili Peppers as one of alternative rock's top bands. 'Californication' went five-times platinum with hits "Scar Tissue," "Otherside," and "Californication."

About Heineken USA

Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International BV (Netherlands) -- the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Dark Lager; Amstel Light, the largest- selling imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive US importer of the Tecate, Dos Equis, Sol, Carta Blanca, and the Bohemia brands from FEMSA Cerveza of Mexico. Heineken was the first international brewer to put responsible use messaging on all its containers which include the call to action: Please visit http://www.enjoyheinekenresponsibly.com/ .

About Randall's Island Park

In New York City, just off the northeastern tip of Manhattan, there are 480 acres of quiet, grassy parkland tucked away just under the Triborough Bridge. Randall's Island Park is a special place -- just a stone's throw away from Manhattan, but still far enough to escape the hustle and bustle of the City. The Randall's Island Sports Foundation is a non-profit organization devoted to the care and restoration of this unique venue, which hosts concerts, world-class athletic events, and theatrical productions throughout the year. "The Foundation is proud to welcome AmsterJam and Heineken to its stages and shores this summer," said Aimee Boden, Executive Director, Randall's Island Sports Foundation.

Those over 21 can purchase tickets at Heineken.com, Ticketmaster outlets or Ticketmaster.com. This event will be held rain or shine.

http://www.shorefire.com/ | http://www.heineken.com/usa

http://www.risfchampions.org/
Photo: http://www.newscom.com/cgi-bin/prnh/20050531/NYTU097LOGO
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com

Source: Heineken USA

CONTACT: Paula Witt, pwitt@shorefire.com, or Rebecca Shapiro,
rshapiro@shorefire.com, at Shore Fire Media, +1-718-522-7171, both for
Heineken USA; Anu Rao, Anu.Rao@eurorscg.com, at Euro RSCG Magnet,
+1-212-367-6880, for Heineken USA; Dan Tearno of Heineken USA,
+1-914-681-4113

Web site: http://www.shorefire.com/
http://www.heineken.com/usa
http://www.risfchampions.org/
http://www.enjoyheinekenresponsibly.com/




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