Longing for Cliché

Author: Connor O'Hare
Date: 17 July, 2015

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It sounds like the ideal brief; fly to Japan, go to all the cool nightclubs and bars, talk to the leading proponents of the underground music scene and gather whatever you can about the food, fashion and foibles associated with this mega-city. What could be wrong with that?


Nothing at all. It’s an amazing brief. Last year Heineken celebrated a summer of music with the launch of Sound Atlas, a campaign where they took music scenes from Brooklyn and Berlin back to Ireland’s biggest festivals. And this year Rothco travelled to Tokyo, deep in to the underground dance scene. We looked in to the strict Fueiho law that prohibits dancing and how it helped evolve one of the most vibrant and eclectic scenes in the world.

With the help of a lot of local knowledge and advanced research, we saw a side of Tokyo that most people wouldn’t. We got to go to some amazing places and meet some really interesting people. And there in is the problem.

we saw a side of Tokyo that most people wouldn’t.



With a tight schedule and so much to pack in, we didn’t get to do any of the stuff that tourists do. No Mount Fuji, no Kyoto, no tea ceremony, no sumo wrestling. Even if we did briefly walk over Shibuya crossing, we all came away with the same thought; one day we’ll have to go back and see Tokyo. Without the clichés, you feel like you’ve missed something


But all the hard work paid off. We still have lots of photographs, GIFs and cinemagraphs to share throughout the summer, so keep checking #SoundAtlas on social media and we’ll see you at Longitude and Electric Picnic.

Further reading:
Heineken Soundatlas
Heineken Sound Atlas brings Tokyo to Longitude
Heineken Sound Atlas at Electric Picnic

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