As a global sponsor of music events, Heinekens wants to demonstrate to its fans that

it understands what makes live music so special. The fun of live gigs isn’t just the

music – it’s everything surrounding it. Live your music is about transforming the

passive listeners who watch from the back row into voracious music live-ers, ready

to open up to everything live music has to offer. From head-nodders to

head-bangers. Because when you live your music, live music becomes even

greater.