PLANO, Texas–(BUSINESS WIRE) — 7UP® has been amping UP the dance music scene all year with #7x7UP. As the fourth of seven #7x7UP shows, beginning June 20, 7UP will Light UP fans’ experiences through a combination of UPlifting activities at Electric Daisy Carnival (EDC) Las Vegas. For the first time ever, 7UP is partnering with Insomniac to broadcast the largest multi-day music festival in North America through a new online experience called “Electric Daisy Curated.” In addition, the brand’s unique activation, “Stage 7,” will excite and engage the dance music community, enabling them to get up close to their favorite DJs and experience all the creative elements that have made the show famous.
“7UP is focused on powering UP EDC Vegas as we look to more closely connect our fans everywhere with the largest dance music festival of the year,” said Dave Falk, vice president of marketing for 7UP. “EDC Vegas’ ‘Stage 7’ will be our biggest on-the-ground experience to date, and we couldn’t be more excited to share #7X7UP experiences with audiences in person and around the globe.”
Fans who are not able to make it to this year’s sold out EDC Vegas, which takes place June 20th through 22nd, will still be able to take part in the experience. Powered by 7UP, Insomniac will leverage digital technology in never-before-seen ways to document the festival with over 50 cameras at nine stages, including 7UP’s “#7x7UP” camera feed capturing UP-and-coming talent, including some of 7UP’s Bubbling UP DJs. Tune in from 8:30 pm PDT to 8:30 am PDT June 20th through June 22nd at7UPmusic.tumblr.com or head over to Insomniac.com for the full experience.
Additionally, during EDC Vegas, hosted at the Las Vegas Motor Speedway, 7UP will take the scene up a notch with a dynamic, immersive experience at “Stage 7.” 7UP will provide fans with endless tracks from some of dance music’s best DJs, featuring 7UP’s UP-and-coming stars of tomorrow, known as Bubbling UP DJs. Fans will also be able to dance on an elevated catwalk high above the crowds, where they’ll have the opportunity to get up close and watch the DJs from above.
To follow all of the UPlifting 7UP excitement surrounding the brand’s explosion into electronic music, please visit 7UPmusic.tumblr.com. You can also follow the social conversation at #7x7UP.
7UP is one of many flavorful brands in the beverage portfolio of Dr Pepper Snapple Group (NYSE: DPS). A favorite since 1929, 7UP is THE UNCOLA. 7UP is available in Regular, 10 calorie, Diet and Cherry varieties. DPS is a leading producer of flavored beverages, marketing 50-plus beverage brands across North America and the Caribbean. For more information, visit 7UP.com or DrPepperSnapple.com. For the brand’s latest news and updates, follow 7UP at Facebook.com/7UP or Twitter.com/7UP.
Insomniac produces some of the most innovative, immersive music festivals and events in the world. Enhanced by state-of-the-art lighting, pyrotechnics and sound design, large-scale art installations, theatrical performers and next generation special effects, these events captivate the senses and inspire a unique level of fan interaction. The quality of the experience is the company’s top priority.
Throughout its 20-year history, Insomniac has produced more than 250 festivals, concerts and club nights for nearly 4 million attendees in California, Colorado, Florida, Nevada, New York, Texas, Puerto Rico, and the United Kingdom. The company’s premier annual event, Electric Daisy Carnival Las Vegas, is the largest multi-day music festival in North America, and attracted more than 345,000 fans over three days in June 2013.
The company was founded by Pasquale Rotella, and has been based in Los Angeles since it was formed in 1993.