Heineken® Nigeria is set to thrill music lovers with THE TAKEOVER, a unique and interactive music experience at the Gidi Culture Festival on Saturday, 26 March, 2016 at Eko Atlantic City, Victoria Island, Lagos. THE TAKEOVER is an element of Heineken’s ‘Live Your Music’ campaign, a celebration of music experiences that make people feel more alive - experiences tailored at giving passionate music lovers and ‘live-rs’ the opportunity to live the power of their music in more accessible and affordable ways. The session allows festival goers to ‘takeover’ from the music DJ and control playlists through customized wristbands available at the Heineken® stand. THE TAKEOVER also allows music lovers to enjoy a variety of unique music genres such as Pop, Jazz, Afro pop, R & B and more. Heineken® leads in music and technology innovation, this is evident in the launch of the Heineken® Ignite Bottle - a smart bottle that interacts over music beats to create a more 'connected' party experience. The introduction of THE TAKEOVER validates Heineken’s commitment to provide unique and exclusive experiences for their music-loving consumers. Festival goers seeking new music experiences can showcase their music knowledge by creating customized ‘takeover’ playlist HERE. Contribute to the songs on THE TAKEOVER playlist on social media using the hashtags #HeinekenGidiFest and #LiveYourMusic. About Heineken® The Heineken® brand, that bears the founder’s family name - Heineken - is available in almost every country across the globe and is the world’s most valuable international premium beer brand. To follow Heineken® on Twitter visit www.twitter.com/heineken and to become a fan on Facebook go to www.facebook.com/heineken . To view videos, subscribe to our YouTube channel at www.youtube.com/heineken . Enjoy Heineken Responsibly Heineken continues to integrate its responsible consumption program into all activities. 'Enjoy Heineken® Responsibly (EHR),' our global brand-led approach to promote responsible consumption, first launched in 2004. Whilst the Enjoy Heineken® responsibly is the flagship of our commitments, we are of course promoting responsible consumption throughout our brand portfolio. As an industry leader, we believe we should lead by example, playing an active role in promoting responsible and moderate consumption of alcohol. Heineken employees are ambassadors for our responsible consumption agenda and, around the world, many markets have developed tailored activations to spread the message locally. We also work in partnership with many stakeholders to encourage responsible attitudes and to understand and address alcohol misuse. About Red Media Africa Red Media Africa (www.redmediaafrica.com) is the PR & Empowerment Marketing division under the parent brand, RED. It focuses on using inspiration, empowerment and action to help brands and organisations connect with their audiences, enhance their bottom-lines and lead in their industries. It has 6 major practice areas: Corporate Practice, Technology Practice, SME practice, Governance Practice, Faith Practice and the International Practice - with work for brands across Nigeria, Ghana, Kenya and South Africa. RED owns the continent's largest portfolio of youth media brands. Its Content Division holds brands across TV, radio, online and events including Y! Magazine,YNaija.com, Rubbin' Minds, #YTech100 and the The RED Summit. It also anchors a development firm, The Future Project, which projects include Africa's leading youth platform, The Future Awards Africa, HowCanIGetInvolved.com and Aiki.ng, which is run in conjunction with Microsoft.