Fatboy Slim, Carl Cox, Hot Since 82, Jamie Jones, Charlotte De Witte, Pete Tong, Nicole Moudaber, Kerri Chandler, Sherelle and 11 more of the planet’s best DJs to play the world’s biggest online back to back DJ set
Mixmag, the world’s biggest dance music media brand and Coors, the world’s most refreshing beer, have teamed up to create The Lab: 10 Years Party – a one-off online event celebrating a decade of the iconic DJ streaming series.
On Friday March 26, Coors and Mixmag will celebrate a decade of The Lab with The Lab: 10 Years Party, which will give listeners the chance to enjoy a continuous mix that will travel from Brisbane to London, New York to Cape Town, from the comfort of their home. Each DJ from The Lab’s line-up will play three tracks, mixing into the artist before them in one continuous back to back DJ set moving around the planet.
This unique event will comprise a four-hour back to back DJ set featuring 25 of the biggest DJs on the planet, playing remotely from every corner of the globe. DJs include Fatboy Slim, Carl Cox, Hot Since 82, Jamie Jones, Charlotte De Witte, Nicole Moudaber, Sherelle and many more.
Coors Light recently rebranded to Coors, with a multimillion-pound marketing spend in the UK to drive ongoing growth in the premium 4% beer category. The move underlines the brand’s refreshing taste and Rocky Mountain heritage and will be supported by new packaging and point-of-sale material to help retailers drive sales.
Sophie Jamieson, Coors marketing controller for Western Europe at Molson Coors, said: “The Lab is a fantastic platform, bringing some of the world’s best music and mosttalented artists into people’s homes. Uniting people through the power of music, especially at a time like this when it’s not possible to enjoy live acts in person, is something we’re hugely passionate about as a brand.
“Our partnership with Mixmag has produced some amazing events over the years, including support at our Ice Cave Raves in Manchester and a DJ Academy for budding undiscovered talent. Ten Years of the Lab is arguably our freshest / biggest collaboration yet and we can’t wait for people to see what the show has in store for them.”
Nick Stevenson the Managing Director of Mixmag said: “The Lab is the most watched DJ booth on the planet and for the last decade we’ve hosted some of the most engaging, ground-breaking and outrageous DJ streams on Earth. Alongside our partners at Coors we wanted to do something unique to celebrate 10 years of this weekly party and in March our global back to back DJ set with a line-up of legends, will be the DJ stream to end all DJ streams.
“No one has attempted anything like this before and we can’t wait to invite the planet to grab a beer, make a dancefloor in their lounge and invite 25 of the world’s best DJs into their house, one after the other – all without breaking any lockdown rules.“
Notes to Editors The Lab: 10 Years Party takes place from 17.00 on Friday March 26 at www.youtube.com/mixmag The Lab: 10 Years Party is the celebration of Mixmag and Coors weekly DJ streaming show, The Lab, which began a decade ago in London and has since popped up in locations around the world including NYC, LA, Ibiza, Johannesburg, Paris, Sydney, Bangkok, Miami and Mumbai. Mixmag is the world’s biggest dance music media brand, established in 1983 it now reaches 100m every month from its 17 international offices. Mixmag is part of Wasted Talent – the publishing company behind The Face and Kerrang!
Coors: Known as “The World’s Most Refreshing Beer™”, Coors has recently become the No. 6 lager brand in the UK, and its latest move will cement its position as a leading premium to mainstream beer, having grown in volume by over 1 million hectolitres in the last decade, securing its position as the biggest premium 4% beer. It is also the number one 4% beer among 18-34-year olds.
Molson Coors: For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have six breweries, with our UK home in the renowned brewing town, Burton-upon-Trent, and a nearly 300-year-old cider press in Suffolk. Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK & Ireland includes Pravha, Staropramen, Blue Moon, Offshore, Franciscan Well Chieftain IPA and Archway Lager, Rekorderlig, Aspall Cyder and Pip & Wild, alongside popular favourites Coors, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar. Bodega Bay, Miami Cocktail Company and Three Fold are Molson Coors’ latest additions to Molson Coors’ ready-to-drink portfolio. Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our Beer Print and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com or on Twitter through @MolsonCoors
Press release from City Press on behalf of Molson Coors