Tuborg GreenFest

Tuborg GreenFest is an annual series of rock music events that takes place across Eastern Europe during the summer months. Since 2005, Danish beer makers Tuborg, part of the Carlsberg Group, have brought together well-known rock bands and artists for one-day festivals in Russia, Serbia and Ukraine. In 2008 concerts will be held in Bulgaria and Croatia for the first time.

GreenFest borrows its name and image from the popular Tuborg Green beer, a pilsner beer popular with the youth for its long association with music.

History

The Tuborg GreenFest mainly draws its inspiration from the Green Concerts (Grøn Koncerts) music tours that take place every year in its home country of Denmark. [ [http://www.carlsberggroup.com/Company/Sponsor/Pages/Music.aspx The Fun Starts Here] . Accessed June 12, 2008.] The concerts were started in 1983 by the Muscular Dystrophy Foundation (Muskelsvinfonden) to raise awareness and funds for treating the disease, [ [http://www.muskelsvindfonden.dk/ Muskelsvindfonden] . Accessed June 12, 2008.] and the concerts still remain popular today with Danish artists such as D.A.D, Big Fat Snake, Thomas Helmig, Tina Dickow, Jokeren, and Nik & Jay joining in the tours. In 2004, the whole tour generated 5.5 million Danish kroner for Muskelsvinfonden. [Sandvall, Anders. [http://www.metal-rules.com/concerts/DAD-August2004.htm Heart of Steel: Concert Reviews] , "Metal-Rules.com", July 18, 2004. Accessed June 12, 2008.]

Tuborg also has a long-standing association with music festivals through its sponsorship dating from 2002 with Roskilde Festival, the largest rock festival in Northern Europe. [ [http://www.roskilde-festival.dk/2008/frontpage/about_the_festival/ About Roskilde Festival] . Accessed June 12, 2008.] Tuborg then turned its musical prowess to vehicle talent towards Eastern Europe with its association with the Exit Festival in Serbia, the biggest musical festival in Eastern Europe. In 2007, it won the Yourope award for Best European Festival. [ [http://www.festivalawards.com/index.cfm?section=awards.category&year=2007&id=64 Yourope Award for Best European Festival (2007)] . Accessed June 12, 2008.]

In 2006, the first Tuborg Green Revolution Tour played open-air concerts in six major cities across the Ukraine. 2006 also saw the first transnational promotion with winners of Tuborg promotions across Ukraine, Bulgaria, Serbia and Croatia being taken to rock festivals in Tuborg tour buses. In addition Tuborg has been participating in Russia with its involvement in the production of such large-scaled musical events as the Maxidrom in 2004 and the Russian Music Awards in 2006. [ [http://www.expat.ru/culturepicks.php Culture Picks] , Accessed June 12, 2008.]

Building on its musical credentials in 2007 Tuborg teamed up with Live Nation, the world’s biggest musical events company, [ [http://www.sponsorship.org/membPressDetail.asp?id=246 Tuborg announced as The Official Beer of Live Nation] , "The European Sponsorship Association", May 21, 2007. Accessed June 12, 2008.] and has just signed a deal with Festival Republic, concert organisers of the Reading and Leeds Festival. [ [http://www.beverage-world.com/news.php?sprache=us&menue=100 News] , "Birkner's Beverage World". Accessed June 12, 2008.]

Events by year

2005

Then called the Loud and Live Festival featuring Garbage, Foo Fighters and Queens of the Stone Age at the Olimpiyskiy stadium, Moscow, Russia on 29th June.

2006

This one-day festival featured Jamiroquai, Rasmus and Mattafix in St. Petersburg, Russia on 15th June.

2007

This three-day festival featured Placebo, David Guetta and Faithless at the Palace of Sport in Kiev, Ukraine on 3–5 June.

This one-day festival featured The Red Hot Chili Peppers, Kiril, Edo Maajka, Ritam nereda in Inđija, Serbia on 26th June [ [http://youtube.com/watch?v=17xAo4xq5oI&feature=related Photos of the event] , "Galerija Slika". Accessed June 17, 2008] .

This one-day festival featured Metallica in Moscow on 18th July [ [http://youtube.com/watch?v=17xAo4xq5oI&feature=related Press conference] , "Russia Today". Accessed June 17, 2008.] .

2008

This two-day festival featured Fatboy Slim, Groove Armada and Underworld in St. Petersburg on 19th June and Moscow, Russia on 20th June.

This one-day festival featured Franz Ferdinand, Cypress Hill and The Raveonettes at Belgrade Arena, Serbia on 2nd July.

This one-day festival featured Whitesnake and Def Leppard in Sofia, Bulgaria on 4th July.

The two-day festival featured Kaiser Chiefs in Zagreb, Croatia on December, 3rd.

References

External links

* [http://www.greenfest2008.com/ GreenFest 2008 Official website]
* [http://www.tuborg.com/ Official Tuborg website]
* [http://www.groenkoncert.dk/ Green Concerts website (in Danish only)]