- Words Notion Staff
- Photography Nils Leon Brauer
Jayda G kicked off Deutsche Telekom’s ‘Summer of Joy’ campaign last week, playing at the immersive ‘USUS am Wasser’ in Vienna.
Music is the lifeblood of youth culture. Acknowledging the difficulties of modern life for the youths of today, Deutsche Telekom have started a new campaign to connect young people across Europe for a summer of freedom, offering thousands of free music experiences. Committed to supporting younger generations through times of hardship, the telecommunications company acknowledge the importance of youth culture in contemporary society.
Last week, Grammy-nominated producer Jayda G was joined by a host of equally exciting DJs for an immersive club night experience in Vienna. Dexterously blending house classics, the selector took to the 1s and 2s at the open-air venue ‘USUS am Wasser’: an angelic backdrop to the thumping 4/4 that comes so naturally to her. On the project, Jayda says: “To protect youth culture, ensuring access to real-world music experiences is so important”.
During the ‘Summer of Joy’, there will be chances to win tickets to some of Europe’s biggest festivals. Exclusive small crowd gigs with big name artists and pop-up events hosted by Electronic Beats are also on the exciting agenda.
The socially focused campaign is launching in defiance of unprecedented economic and environmental pressures on young people. Last year, Billie Eilish collaborated with the brand to perform an exclusive live show during the European leg of her tour.
Launching alongside a music-video style visual, directed by award-winning duo BRTHR, the accompanying film references the well-known story of Peter Pan. BRTHR have previously worked with PinkPantheress, Charli XCX and The Weeknd.
Find out more about Deutsche Telekom’s ‘Summer of Joy’ and how to claim access to the free music experiences here.
