TWO THIRDS OF CLUBBERS WANT TO SEE A SHIFT TO GREATER INCLUSITIVITY ON THE DANCE FLOOR
PR97232
AMSTERDAM , July 28, 2022 /PRNewswire=KYODO JBN/ --
- Desperados partners with Peggy Gou [
https://www.instagram.com/peggygou_/?hl=en ] to showcase the future of partying
through gamified initiative that sees dance steps turned in to cash for
inclusive charities
- 40% would go out more if the party scene was more inclusive
- 65% of people would like to see the future of partying more diverse and
inclusive.
- Over half of people would like to see more opportunities in the party scene
for women (62%), ethnic minorities, and the LGBTQ+ community (54%)
- Six in ten would like to see the party scene do more to support charities
Two-thirds of people want to see more diversity and inclusivity in the party
scene, according to new research conducted by Desperados, with more than 50% of
people wanting to see more opportunities for ethnic minorities and the LGBTQ+
community, and over 62% want to see more done for women. What's more, it's
affecting the night life scene, with four in ten people saying that would go
out more if it was more inclusive.
To highlight the importance of inclusivity on the dance floor and to harness
the power of dance to raise money for charities, Desperados has teamed up with
internationally renowned DJ Peggy Gou, iconic party producer Elrow and music
industry leaders Beatport to create a series of innovative parties that will
travel around the world this year. Utilising their innovative Rave to Save app
and wearable tech, Desperados enables party goers to convert their dance steps
into donations for global and local charities that champion inclusivity,
including Women in Music and Stonewall.
Peggy Gou, globally renowned DJ, said: "I feel it's important we continue to
talk about gender, sexuality & race inequality in the music industry and on the
dancefloor, as it is important that we continue to encourage and celebrate
diversity within the party scene. I remain committed to taking steps to make
partying more inclusive, so everyone can enjoy it, equally, both in front of
and behind the decks. Music is powerful, and to see people literally dancing
for change is amazing."
For every 100 steps danced at each event, €1 will be donated by Desperados to
support inclusive charities, with the brand pledging to convert up to €200,000
over the whole party season. These funds will be used to advance the awareness,
equality, diversity, and opportunities of women and the LGBTQ+ community
worldwide. As well as the financial stake in the ground, Desperados is driving
change from within, as it commits to 60% of the DJs they work with directly,
identifying as female or LGBTQ+.
Nicole Barsalona, President of Women in Music, said: "We're excited to partner
with Desperados to encourage inclusivity and to drive representation in the
electronic music space. The Rave to Save campaign highlights the fact that
every partygoer has the power to positively impact the future of entertainment
- by dancing to raise funds, and in their conduct on the dance floor. Together,
we can make the party going experience safer for all."
As well as raising money for charity, Desperados is shining a light on the
potential future of the party going experience – as over half (54%) of people
said that festivals and club nights felt repetitive – by showing how technology
can allow attendees to unlock rewards and experiences through the power of
their dance steps. Prizes can range from free Desperados to tickets to
exclusive experiences which can be claimed through the app. The more levels
they unlock the more epic the night gets for everyone on the dancefloor.
Kicking off a series of 10 parties, the launch event held in Amnesia Ibiza,
rewarded those who danced the most with an exclusive afterparty headlined by DJ
Peggy Gou, and this weekend alone saw almost 4 million steps danced and raised
€30,000 for charity.
Rutger van der Stegen, Global Marketing Manager for Desperados, said: "We've
always been pioneers of the party scene, but we believe we have a
responsibility to positively impact it, by evolving and enhancing the ways we
come together. We're thrilled to Pour Some Love on the dancefloor and unite
partygoers through our Rave to Save app rewarding them the more they move. By
dancing together, we can all support inclusive causes and work towards making
the dancefloor an equal place for all."
This latest series of events are part of Desperados' global Pour Some Unusual
on Your Usual creative platform, which includes a new brand film [
https://www.youtube.com/watch?v=yi9s26YLlWQ ] that embraces the brand's playful
and experimental spirit and celebrates people who aren't afraid to be
themselves.
For more information about the series of events, watch back the exclusive Ibiza
afterparty here [ https://www.youtube.com/watch?v=NAcXxQZzDgs ] or check it out
on social - #RavetoSave #Desperados.
Notes to Editors:
For more information about Desperados, visit www.desperados.com
About Desperados:
Born 20 years ago, Desperados is a distinctive combination of full-bodied lager
with a boost of Tequila flavor, targeted to young adults. Since its origin,
Desperados has been igniting the brand's playful and experimental spirit
through innovative product launches, epic nights out and bold advertising.
Desperados has become an international success, now sold in 84 countries across
the world. www.desperados.com[ https://www.desperados.com/gb-en/agegate ]
Photo - https://mma.prnewswire.com/media/1867600/Peggy_Gou_Sunset.jpg
Photo - https://mma.prnewswire.com/media/1867598/Rave_to_Save.jpg
Photo - https://mma.prnewswire.com/media/1867599/Desperados_Donations.jpg
SOURCE: Desperados
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