A cross-cultural collective of DJs, street artists, Formula 1® drivers and action sports icons breathed new life into an abandoned industrial building in Budapest at burn Yard™ Live, a unique celebration of genre-bending creativity.
Fueled by burn, an energy drink available in more than 80 countries, the project invited creators from the worlds of art, music and sport to pool their talents and energy before a live audience. Almost 3,000 fans, journalists and celebrities attended the dusk-til’-dawn event held on the eve of the July 27 Formula 1 race in Budapest.
Highlights included international DJ Avicii unveiling a new track inspired by his recent visit to the UK home of the Lotus F1 Team, and a “skate-able” sculpture created by noted installation artist Gerry Judah and christened by the wheels of Danish skateboarding legend Rune Glifberg.
“The sculpture has its own life, but these young guys skating on it is what gives it soul,” Judah said. “Spaces are there to be utilized, and I’m rather pleased to have played my part in bringing this one back to life.”
“What connects this group of visionary artists, musicians and athletes is a shared belief in the power of creative expression and the willingness to see everything as a potential canvas,” said Prinz Pinakatt, global director of energy drinks, The Coca-Cola Company. “They take what they have and they work with it, in this case turning an obsolete building and discarded objects into a living, breathing exhibition. Skateboarders now have a new definition for what a ramp can look like, DJs now have new sources of sonic inspiration, and street artists now have a new canvas.”
Poland’s M-City led a diverse collective of 13 international street artists, who transformed the dilapidated, 100-year-old venue into an edgy homage to industrialism with graffiti, murals and digital projections.
“The street art community is like one big family, and burn Yard Live was like one big festival,” said Mariusz Waras, a.k.a. M-City, best known for creating large-scale murals inspired by urban landscapes. “As you listened to music, you could see new life – not just graffiti – being created on the walls and structures around you. It was great to see the people react to what we were building together.”
The event fused sight and sound. A lineup of burn-nurtured DJs and electronic dance music (EDM) pioneers took turns at the decks well into the early morning hours before Avicii closed the show with a crowd-pleasing set anchored by the premiere of Speed (burn & Lotus F1® Team Mix). He was so inspired by the visit to the F1 Team’s headquarters that he immediately started producing the track after landing in Ibiza the next day for the burn Residency.
“The principle of what they were doing there reminded me of producing music, constantly working to improve the car throughout the year any way they can and collecting data similar to feedback of a track,” Avicii recalls.
The seeds for burn Yard Live were planted last summer at a London warehouse, where Grammy-winning DJ and producer David Guetta and filmmaker and pop artist Mr Brainwash teamed up to shoot a music video. The current program – which launched earlier this year with events in Barcelona and Korea, and will continue in November in São Paulo – takes the “collision of creativity” concept a step further.
The burn Yard Live program is part of the brand’s sponsorship of Formula 1® motorsports. Pinakatt said burn is taking a fresh, unconventional approach to F1 partnerships.
“We want to help recruit the next generation of Formula 1 fans by showcasing a raw and authentic element of youth culture and creativity most people associated with the sport have not seen before,” Pinakatt added.