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 News Music Industry 12/08/2006

Heineken Premium Light Smooth Sessions Studio Added to 2006 AmsterJam Music Festival

WHITE PLAINS, N.Y. (Heineken USA) - Heineken announced today a smooth new addition to the star-studded 2006 AmsterJam line-up hosted on New York's Randall's Island on August 19. The Heineken Premium Light Smooth Sessions Studio will feature live "mash-up" performances by New York's premiere DJ's, bands, musicians and artists and will add a new element of interactive showmanship to the action-packed eight-hour festival.

The Heineken Premium Light Smooth Sessions Studio lineup, which features not only never-before-heard mash-ups, but also first-time collaborations, includes:
* A special set by rapper, actor and hip-hop producer Q-Tip (Tribe Called Quest) featuring a live performance by 2005 GRAMMY Award winner Rhymefest (co-writer of Kanye West's "Jesus Walks")
* New York's own Figo mashing with Junior Sanchez: DJ for Madonna and the Gorillaz
* Up-and-coming DJ Doug Grayson and Pharrell Williams' DJ, Jus Ske, mashing rock, hip-hop and pop favorites
* Heineken Resident DJ Isaiah Martin with Conga drummer Mark D'Antonio
* Hollywood DJ Steve Aoki aka Kid Millionaire
* Smooth Sessions house band Dujeous

"Heineken's AmsterJam music festival brings to life creative new music experiences for concert-goers," said Andy Glaser, Heineken brand director. "The Heineken Premium Light Smooth Sessions Studio offers a truly one-of-a- kind experience that complements the unexpectedly smooth taste of new Heineken Premium Light."

In addition to enjoying new music mash-ups, concert-goers will have the opportunity to get involved in the action by selecting music for the DJs on any of the several tablet PCs circulating throughout the Smooth Sessions Studio via a promotional team. The DJs will then create unique, never-before- heard mash-ups throughout the event of the hottest hits by the top vote- getting artists.

Smooth Sessions Studio is a new addition to the AmsterJam music festival following the March 1 national launch of Heineken Premium Light. The action starts at 2:00 p.m. and continues throughout the day. To learn more about each Smooth Sessions' performer, check out

About AmsterJam 2006

AmsterJam is a premiere live music festival, which features never-before- seen collaborations between diverse artists and music styles through the emerging sound movement of "mashing." Show headliners include Tom Petty and the Heartbreakers, Foo Fighters, LL Cool J, Busta Rhymes, Tego Calderon and Yerba Buena.

GRAMMY Award winning artist and producer Jermaine Dupri has signed on as AmsterJam's music director and will lend his artistic vision to the Festival's mash-up performances.

In addition to the star-studded main stage lineup, AmsterJam will feature up-and-coming artists performing on the second stage, including Voicst, Chris Berry and Panjea, Papoose, Radio Mundial, Silvertide and Duty Free.

Heineken created AmsterJam, the world's only live music concert dedicated to mashing, in 2005. Heineken's second AmsterJam will take place on Saturday, August 19 from 3:00-10:50 p.m. on Randall's Island in New York (doors open at 1:30 p.m.). AmsterJam is a 21 and older event - valid ID required for entry. Tickets are on-sale now at all Ticketmaster locations and online by visiting

AmsterJam is a proprietary event, which demonstrates Heineken's continued commitment to bring consumers innovative and electrifying musical experiences. In 2006 and for the third year in a row, Heineken partnered with NARAS to roll out the "Green Carpet" at the GRAMMY Awards, and is a seven-time sponsor of the Latin GRAMMY Awards. Heineken also recently completed its seventh year as the exclusive presenting sponsor of the Billboard Latin Music Conference and Awards during which the Brand raised funds and awareness for their charitable "Green Ribbon Initiative."

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