Urban Hunting At UMF Singapore 2018
For the last two consecutive years, Mercedes-Benz has made it a point to storm Lion City with a pack of its premium compact cars for the highly-acclaimed Singapore leg of the Ultra Music Festival. In the entourage are usually fans, customers, partners and media representatives who join Mercedes-Benz to participate in the circuit of one of the world’s most famous Electronic music festivals. Last week, the Urban Hunting tradition continued, when a bunch of us joined Mercedes-Benz Malaysia for this year’s chapter of Ultra Singapore.
A big reason for this exciting annual excursion is down to the fact that Mercedes-Benz Malaysia is a premium partner of Ultra Singapore since 2016, a branding exercise under its very own Urban Hunting movement. It’s a movement cum culture symbol that sees Mercedes-Benz Malaysia get involved in/pioneer some really cool and artsy projects.
One example of this was with the inaugural ‘Urban Hunting 1.0’, where the German marque commissioned three street artists- Orkibal, Donald Abraham and Fritilldea- to express their art form directly onto the A-Class, GLA-Class and CLA-Class cars. These cars were then presented at five clubbing hotspots across the nation featuring epic DJ sets by the likes of Malaysia’s own Jakeman & Skeletor, DJ Set and Leng Yein.
Since then, we’ve personally seen how the Urban Hunting movement by Mercedes-Benz Malaysia has gone on to host an Arts and Music Festival, craft workshops with children, Malaysian short film screenings and many live performances to bolster the effort of the local music scene as well.There was also the really cool Urban Hunting X Unplugged event that was held at the Mercedes-Benz City Store which is located, ironically, next to KL’s party hub, TREC KL.
In this sense, the brand’s involvement in something like Ultra Music Festival is simply ceremonial to say the least. In fact, when we joined in on the party last year, we got to see over 1,500 exclusive attendees from places such as Vietnam, Hong Kong, Indonesia, the Philippines, Sri Lanka, Brunei, Cambodia and Laos, all converge at the music festival for a memorable weekend.
Over last week’s long Hari Raya/EId holiday, it was yet another spectacular time with Mercedes-Benz at Ultra Singapore, as we all drenched ourselves in the sheer energy of the Ultra Music Festival over two days.
We got to experience some fantastic sets from the main stage with world-class DJs, such as Afrojack, Above & Beyond, DJ Snake, Illenium, Nicky Romero and Steve Angello to name a few.
All this took place from the the brand’s very own the two-storey Mercedes-Benz suite, where some nice finger food and drinks were going around. However, when the hour called for it, we ventured down into the buzzing fields to join the masses in a pulsating musical experience.
The Ultra Music Festival circuit on its own is known globally among electronic music lovers as a must-attend musical event, especially Ultra Miami, the birth-destination of the now famous music festival.
In spite of all the focus o electro-dance music, it’s really not just about the music as well, as it turns into a potpourri of experiences, complete with games, brand activation and networking platforms.
This writer basically feels that it is a brewing pot that encourages the robust side of the human spirit as we were once again reminded at this year’s Ultra Singapore. Thank You Mercedes-Benz Malaysia for the good time once again!