TV on the Radio Pops Up on Heineken Light Billboard

Band plays surprise concert for brand

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

A global marketer's ad space might not seem like the most likely venue for a beloved indie rock band to play a concert—except maybe in an act of protest.

Nonetheless, TV on the Radio popped up on the corporate circuit Wednesday night, taking the stage in front a Heineken Light billboard in downtown Manhattan for a short show that received minimal advance publicity

The concert, organized by Heineken creative shop Wieden + Kennedy, New York, with assists from production house Relevant and public relations firm MSL, continues the brand's new "Occasionally Perfect" campaign, a series of efforts to cast the beer as the appropriately quirky drink for alternative fashionistas and their alternative gatherings.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in