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8/18/2005

 
AmsterJam to Take Mash-Up Ideology to the Next Level With the Addition of the 'Green Light District'

Heineken's August 20th Music Festival to Feature MSN Music-Sponsored Interactive Music Lounge, Additional Stage, Performance and Installation Artists, Green Zone, Marketplace and More

WHITE PLAINS, N.Y., Aug. 17 /PRNewswire/ -- Music fans attending AmsterJam, Heineken's inaugural day-long "mash-up" music festival taking place this weekend -- Saturday, August 20th -- on New York City's Randall's Island, can look forward to more than just stellar collaborations and performances from top artists such as the Red Hot Chili Peppers and Snoop Dogg. Heineken will also offer an eclectic onsite village called the Green Light District, where fans can find a lounge area hosted by MSN Music, an additional stage featuring both established and emerging bands, an environmental green zone, plus a number of performance and installation artists, all of which will enhance the concertgoer's experience and further the festival's message of diversity and community

AmsterJam's Interactive Music Lounge sponsored by MSN Music will feature a variety of mashing-themed interactive experiences. Concertgoers can visit the lounge to relax, hear a guest DJ create on-the-spot mash-ups, or create their own mash-ups at computer stations throughout the tent. Fans will also be able to download tracks from AmsterJam's performing artists, which can be burned directly onto mini-disks available at the MSN Music Lounge while supplies last, or special AmsterJam memory flash sticks, one of many potential prizes available to those who participate in AmsterJam's unique text message program.

The "AmsterJam Insider" text message program allows attending fans special access to information, prizes and experiences throughout the festival. On the day of the show, signage will be posted throughout the festival area and inside the AmsterJam Insider tent with instructions on how to register. Throughout the festival, AmsterJam Insider participants will receive special show highlight information, and will be eligible to win prizes such as the limited edition memory flash sticks, seating upgrades, impromptu backstage tours, AmsterJam t-shirts and more by sending a keyword to a specified shortcode.

Complementing the main stage performers, which include The Red Hot Chili Peppers, Snoop Dogg, 311, Wyclef, Garbage, Fat Joe, Hector El Bambino and Peaches, the AmsterJam Green Light District will also feature the Green Light District stage, a second performance area spotlighting emerging and established artists from New York and Los Angeles. Artists playing on the Green Light District Stage include Antibalas, the Brought Low, Fishbone, The Giraffes, Gogol Bordello, DJ Grandmaster Flash, Something For Rockets, Yerba Buena and Vic Thrill & The Saturn Missile.

The Green Light District will also feature performance and installation artists such as aerial dance troupe the Lisa Giobbi Movement Theatre, artist Drizzle, Latin American t-shirt designer Cacho who will make one-of-a-kind wearable souvenirs on demand and recycled materials guru Neil Benson from the salvage artist group Dumpster Divers. In addition, the Green Light District will offer artist merchandise boutiques, an AmsterJam themed mural created especially for the festival by Bronx-based muralist collective Tats Cru, plus an international food court and beer garden and unique wares for sale.

In the spirit of community, Heineken has also formed a partnership with Riverkeeper, Inc., an independent, member-supported environmental organization whose mission is to safeguard the ecological integrity of the Hudson River, its tributaries and the watershed of New York City. Riverkeeper will provide all on-sale water from Keeper Springs, a member of the Waterkeeper Alliance. All profits from the water sales at AmsterJam will go towards Riverkeeper to support their mission in keeping New York's water safe and clean. In addition to selling water throughout the festival, Riverkeeper will present The Green Zone inside AmsterJam's Green Light District. The Green Zone will offer concert-goers an opportunity to participate in a series of interactive displays provided by green-friendly groups and alternative energy companies from the New York area, all designed to raise awareness on key environmental issues.

All in all, AmsterJam's Green Light District promises to elevate this one- of-a-kind festival from a concert to a full scale lifestyle experience. "AmsterJam is designed to be much more than a concert," says Heineken Brand Director Andy Glaser. "Our goal with AmsterJam is to break down the boundaries that typically exist in music and the arts by blending various artistic styles, genres and cultures together in a day-long celebration. AmsterJam really will have something for everyone."

Those over 21 can purchase tickets at Heineken.com, Ticketmaster outlets or Ticketmaster.com. Valid ID required for entry. This event will be held rain or shine. Line-up is subject to change. Gates open at 11am. Parking and transportation information also available at Heineken.com or NYWaterway.com

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 www.EnjoyHeinekenResponsibly.com.

About Neil Benson

Neil Benson is the visionary behind Philadelphia art collective Dumpster Divers, best known for salvaging trash and transforming it into art. "Trash is simply a failure of your imagination" Benson states. Their aesthetic gems are as much creative as they are a commentary on the wastefulness of society. For more information, visit http://www.dumpsterdivers.com/.

About Lisa Giobbi Movement Theatre

Lisa Giobbi Movement Theater was formed in 1991. The company has performed in theaters and opera houses throughout Europe and the United States, as well as outdoor festivals and sports stadiums. The company produced full evenings including, "Pictures in Motion", "Humor and Gravity", "Falling Angels" and "Excerpts from Falling Angels and the Descents". "Falling Angels" explored the physical and metaphoric act of falling which became a central theme for the company, incorporating aerial dance with movement theater pieces. For more information, visit http://www.lisagiobbi.com/.

About Cacho

Cacho is a true underground artist who moves fluidly through the streets of New York, Paris, Tokyo and the circles of high society. A blend of high and low culture, Cacho creates spontaneous wearable art and turns the ordinary into extraordinary. His t-shirt designs, created on the fly in front of an audience, turn the most regular folks into Cinderellas.

About Drizzle

Artist Drizzle, aka Robert Holton, is a sign maker turned painter and iconographist. Using familiar icons as the basis of his paintings, Drizzle uses his "drizzle-style" painting technique to turn them into interesting and eclectic works of art. For more information, visit http://www.drizzleart.com/.

Source: Heineken USA

CONTACT: Anu Rao of Euro RSCG Magnet, +1-212-367-6880,
Anu.Rao@eurorscg.com; or Tamara Moore of Heineken USA, +1-914-681-4153,
tmoore@heinekenusa.com; or Paula Witt pwitt@shorefire.com or Rebecca Shapiro,
rshapiro@shorefire.com, both of Shore Fire Media, +1-718-522-7171

Web site: http://www.enjoyheinekenresponsibly.com/




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