Context and challenge: Every year more brands organize festivals to be associated with music. These multiband festivals are all identical and the only thing that changes between them is the type of bands playing. Therefore, brands also fail to differentiate. Our challenge was to try and make the difference.

Since the creation of mp3 players, millennials have been listening to music in a new way: the RANDOM MODE. Our principal objective was to take this idea of the digital world and bring it into the offline world.

We created the first random music fest: a concert where you didn’t know what was coming next. We designed 4 stages and a multimedia lighthouse, in the center of the crowd, which randomly selected one of the stages and the band that was going to play next. And so on, for 5 hours.

Beldent’s target is millennials. Millennials’ relationship with music and technology is very close, so it was a great Beldent’s achievement to find a powerful insight when bringing the random mode of the digital music into the real world. Only a brand that knows its target very well can achieve that.

10.000 millennials were at the festival and 250.000 experienced it through streaming from Beldent´s Facebook fanpage and clarin.com

#BeldentRandom was trending topic top 20 in the world and Beldent´s Facebook surpassed 1 million fans.

Rolling Stone magazine validated it as a new format with the potential to stay in the world of music.

The format has new dates in 2013 in Argentina and in more than 3 other countries.