Inside Heineken's 22-Year Partnership With Coachella, 'Gen Z's Super Bowl'

With a new multi-year deal, the beer giant fine tunes its activation

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On a recent sweat-soaked Sunday night at Coachella, Lupe Fiasco was headlining a raucous Heineken House show, proving there’s plenty of appetite for rap at the festival best known for pop, indie and crossover genres.

The hip-hop artist, after wading in on various high-profile public beefs, surprised the capacity crowd by inviting his friend Tyler, the Creator to join him for an impromptu collaboration on Fiasco’s 2008 hit “Paris, Tokyo.”

Heineken execs were just as stunned—and thrilled—as anyone.

“We knew about an hour before that Tyler wanted to come watch Lupe because his team called to ask if it was OK,” Frank Amorese, the brand’s vice president of media and partnerships, told ADWEEK.



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