Heineken has expanded its GREENLIGHT music platform into long-form audio through a branded podcast developed with GoLoud and audioXi, as the drinks brand looks to build deeper engagement with younger music audiences.
The Greenlight Podcast, hosted by Dara Quilty, features interviews with Irish and international artists and forms part of the wider Heineken GREENLIGHT initiative, which has staged live music performances in venues around Ireland.
The podcast has featured artists and musicians including Sprints, Gurriers, Pillow Queens, Le Boom, Theo Katzman, Cory Wong, Aimée, Mark McCabe and Niall Breslin, as well as a festival special recorded at All Together Now with Kelly-Anne Byrne.
The series, which began in May and will continue until October, has been developed as an original content property by Heineken, GoLoud, audioXi and Bauer Media Audio Ireland.
It is designed to extend the GREENLIGHT proposition beyond individual live events, giving audiences longer-form access to artists through interviews covering their careers, influences and ambitions.
A dedicated GREENLIGHT music stream has also been created, allowing listeners to hear music from featured artists and continue engaging with the platform between podcast episodes.
Heineken GREENLIGHT has so far featured more than 65 artists across 20 venues, with acts including Sprints, Basement Jaxx, Mike Skinner and TOMORA taking part.
Following activations in Dublin, Cork and at All Together Now, the platform is due to move to Galway for a bank holiday weekend takeover.
The podcast and wider audio campaign are also being used by Heineken and audioXi to test the effectiveness of branded digital audio among younger audiences.
audioXi and audio research and analytics company Veritonic commissioned a brand uplift study aimed at measuring the impact of the campaign among Gen Z consumers.
According to audioXi, the research showed a substantial increase in recommendation intent among Gen Z. The campaign incorporated immersive 3D audio, Heineken GREENLIGHT’s sonic branding and music-focused content.
According to Clara Pryor, senior account manager, audioXi, the campaign marked the first time an alcohol brand in Ireland had conducted a digital audio brand lift study and the first occasion on which audioXi had measured the effectiveness of 3D audio.
“As the first alcohol brand in Ireland to conduct a digital audio brand lift study and the first time we’ve measured the effectiveness of 3D audio, this campaign demonstrates how innovation in audio can translate into real brand impact,” she said.
“By combining immersive 3D creative, Heineken GREENLIGHT’s distinctive sonic logo and authentic music-led content, GREENLIGHT has shown the role audio can play in building meaningful connections with the next generation of consumers.”
The partnership also illustrates the increasing role being played by media owners in developing branded entertainment formats which extend beyond conventional spot advertising and sponsorship.
In this case, Bauer Media Audio Ireland and its audioXi and GoLoud businesses have been involved across concept development, artist partnerships, production, distribution and promotion.
Rachael Crawley of Heineken said the project was intended to extend the brewer’s involvement in Irish music culture.
“The collaboration with the Bauer team has been exceptional from start to finish. It reflects a shared ambition to create culturally resonant platforms that go beyond traditional brand partnerships,” she said.
“As an extension of Heineken GREENLIGHT, this podcast reinforces Heineken’s role in shaping and supporting music culture in Ireland, creating new ways for audiences to engage with the intimate moments and conversations that matter within the scene.”
