Advertising & Partnerships
7Up
A global brand and a global sound. The collaboration between Martin Garrix and 7UP developed across multiple projects.
The first major connection came in 2015, when Martin Garrix and Tiësto released “The Only Way Is Up.” The track was featured in a 7UP commercial, placing Martin’s music directly at the center of the brand’s campaign.
A year later, in March 2016, the collaboration expanded with “Music Lifts You Up.” This project included the well-known “ Concert for the Deaf,” an innovative performance where deaf participants could experience music through vibrations.
Martin Garrix and Tiesto at 7Up , 2015
This initiative stands out in Martin’s commercial collaborations. It wasn’t just about visibility, but about creating a new way to experience music, aligning with 7UP’s messaging around uplift and connection.
The link between the brand and Martin’s music is clear. His productions are built around energy and emotion, designed to move crowds. The 7UP campaigns translated that idea into a broader concept, making music something that can be felt, not just heard.
Concert for the deaf
The Concert for the Deaf was a sensorial experience developed for 7Up by creative technologist Blair Neal, who led the project with his team at Fake Love. The goal was clear, translate music into something that could be seen and physically felt.
Instead of relying on sound alone, the entire space was built as a multi-sensory environment. Custom real-time visuals reacted to the music across the room, while cymatics experiments made sound waves visible through vibrating water. On the floor, heavy bass transducers transformed low frequencies into physical movement, allowing the audience to feel the structure of Martin’s tracks.
Some attendees were equipped with vibrating backpacks, adding another layer of sensation. Fog machines, controlled airflow, and synchronized effects reinforced key moments in the set, especially during drops where Martin’s music naturally emphasizes bass and rhythm.
© Setup schematic by Blair Neal – used by courtesy on www.garrixers.com
The technical setup combined tools like openFrameworks for audio-driven visuals, VDMX for live control, Arduino systems for physical effects, and powerful audio rigs connected to vibration platforms. Everything was designed to translate rhythm and energy into tangible experiences.
The concert itself was filmed and later adapted into a global campaign for 7UP. The video reached millions of views online and the project received a Gold Clio Award, recognizing both its creativity and execution.
This collaboration stands apart in Martin Garrix’s career. It wasn’t just about branding or exposure, but about redefining how music can be experienced. By turning sound into movement, light, and texture, the project stayed true to one core idea, music is not only something you hear, it’s something you feel.
