Heineken USA will present AmsterJam, a daylong music festival featuring the “biggest Mash-Up concert ever held,” on Saturday, August 20 on New York’s Randall’s Island.
Heineken USA has selected funk legend Bootsy Collins of Parliament-Funkadelic to mastermind the event; together, they have announced the first confirmed Mash-Up: funk-rock hitmakers the Red Hot Chili Peppers and the ubiquitous rapper Snoop Dogg. Other Mash-Ups include pairings with 311, Garbage, Mos Def and Fat Joe, with more to be announced at a later date.
At AmsterJam, major artists from distinctly different musical genres will perform their own sets and then combine talents to create unique, on-the-spot collaborations. Mash-Ups received mainstream recognition when Linkin Park and Jay-Z joined forces on a Number One record and a major concert in late 2004.
In addition to the main concert, AmsterJam will bring the spirit of Amsterdam to trendsetting music-lovers. The Green Light District, an Amsterdam-themed village, will be constructed on Randall’s Island. It will feature additional talent, established and emerging, performing throughout the event on the second stage, as well as sights, sounds and tastes evoking the communal spirit of the exciting European cultural capital in which Heineken is brewed. Concertgoers can also expect high-tech interactive music stations, a short-film viewing suite, club lounges, and more. Michael Lang Organization and IMG will produce the event.
“It is time for all musical genres to unite at AmsterJam,” Collins says. “August 20 ain’t nothin’ but a positive party where music will be taken to a higher plateau. And in the end, it will be the people who will make a joyful noise.”