Mixed Messages

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To redeem your points check out the rewards catalog on thestash. Corporate branding campaigns, no matter how intricate, are designed to sustain and increase the sale of products by aligning the corporate brand with a particular sub cultural symbol or icon.

At the same time, these advances have also made DJing into an easily accessible consumer product. We stake our reputation on having intimate knowledge of the songs that open the room and set the vibe, the cuts that will send the crowd to the bar head-nodding, intent on returning - and we know which combinations of tracks will bring them running back, drinks-in-hand.

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From DJ and nightlife culture to responsible consumption of alcohol, Heineken's new marketing campaign falls short of its proposed intent. Corporate branding campaigns, no matter how intricate, are designed to sustain and increase the sale of products by aligning the corporate brand with a particular sub cultural symbol or icon. This partnership lends the corporate brand the authenticity and legitimacy it needs to gain our attention, admiration, and money- but more importantly, our loyalty. In an effort to brand itself as a socially responsible corporate entity that's also in-tune to youth culture, Heineken released a web-based video advertisement featuring Dutch trance superstar. Despite on the DJ Mag Top 100 DJs list , it's clear that Armin Van Buuren has built an established brand delivering high-energy ethereal DJ sets. We're led to believe that we have the 'inside scoop' on this trendy Heineken-sponsored event taking place at Miami's famed Mansion Nightclub. Supposedly the only difference between the two nights is the DJ. Let the pseudo-science begin! The camera pans to men and women leaning against the bar, texting, and looking pretty bored. Fewer folks on the dance floor, but 1078 drinks sold over the course of the night. Night 2's footage opens with a hoodie-clad Armin Van Buuren making his way through the crowd. As the clock hits midnight the floor begins to fill, and by 2AM we see Van Buuren in the infamous - it's a party! This message, however, was communicated by Heineken in an incredibly problematic and indirect way. What bothers me about this ad isn't that Heineken sought to exercise through a superficial video, but that it chose to impart this message alongside a statement that would offend any working DJ. Advances in technology have positively impacted the workflow and performance potential of DJs. At the same time, these advances have also made DJing into an easily accessible consumer product. Today, anyone with a Macbook Pro can I'm not here to rail against sync-button controllerists, bedroom radio-show brostep evangelists, or beat-match averse virtual DJs, but it would be remiss of us to not make the connection between the and the constant struggle to guarantee decent pay for a night's work. POST CONTINUES BELOW Club owners, general managers, and promoters really only have one thing in mind at the end of the night, and that's the bottom line. The amount of drinks and bottles sold keep the staff and DJ paid, and the doors open. Few, if any nightclubs exist in a vacuum. Club-goers embark upon their evening with the intention of having a good time. If they're not enjoying themselves at a particular establishment, they'll leave. To keep them there, bar owners need to invest in talented DJs - the longer people stay, the more they'll drink. At risk of pointing out the obvious, there's a reason your favorite nightlife destination books recognizable local and regional talent - because people genuinely enjoy themselves when there's a good DJ playing! A skilled club DJ can read a crowd - a quality afforded to those who not only dedicate themselves to the craft, but have paid their dues. You can't purchase it and it can't be taught. Professional DJs who can read the crowd are able to raise and lower the energy of the dancefloor in measured and calculated ways - a complex science that takes years of practice to master. Programming and setlist selection is just as, if not more important than technical ability in the DJ booth. Time and place are everything when it comes to DJing, and professional DJs understand this. We stake our reputation on having intimate knowledge of the songs that open the room and set the vibe, the cuts that will send the crowd to the bar head-nodding, intent on returning - and we know which combinations of tracks will bring them running back, drinks-in-hand. POST CONTINUES BELOW Furthermore, if the makers of Heineken are about promoting the responsible consumption of alcohol, perhaps they ought to consult widely available public health literature on alcohol abuse and dedicate their time and resources to the promotion of proven. For starters, the alcohol industry consistently engages in the subversive and indirect marketing of alcoholic beverages to adolescents and elementary school-aged children. In addition, the and are problematic. You're not fooling us.

POST CONTINUES BELOW Furthermore, if the makers of Heineken are about promoting the responsible consumption of alcohol, perhaps they ought to consult widely available public health literature on alcohol abuse and dedicate their time and resources to the sol of proven. Supposedly the only difference between the two nights is the DJ. Time and place are everything when it comes to DJing, and professional DJs understand this. Today, anyone with a Macbook Pro can I'm not here to rail against sync-button controllerists, bedroom prime-show brostep evangelists, or beat-match averse virtual DJs, but it would be remiss of us to not make the connection between the and the constant struggle to guarantee decent pay for a night's work. Stash points are redeemable for exclusive rewards only available to Zumiez Stash members. Zip is a big deal this season, too: make sure you cop some cord, anything chenille, and some luxe faux fur or a varsity-cut jacket. We're led to believe that we mixed messages hoodie the 'inside scoop' on this trendy Heineken-sponsored event taking place at Miami's famed Mansion Nightclub. Mixed messages hoodie folks on the dance floor, but 1078 drinks sold over the course of the night. Returns are easy at any zumiez store: × Empyre Ariana Love Rose Yellow Crop Hoodie Item 303627 Stash Points: 2,995. A skilled club DJ can read a crowd - a social afforded to those who not only dedicate themselves to the craft, but have paid their dues. At risk of pointing out the obvious, there's a reason your favorite nightlife destination books recognizable local and regional talent - because people genuinely enjoy themselves when there's a good DJ difference. In an effort to brand itself as a socially responsible corporate entity that's also in-tune to youth culture, Heineken released a web-based video advertisement featuring Dutch trance superstar.