Axwell to headline new Heineken House music experience

Heineken® has announced the launch of Heineken® House, a reimagined music experience set to take place on August 15 at XOX Arena, The Arch Galeries, Kuala Lumpur, with internationally acclaimed Swedish DJ and producer Axwell leading the line-up.

The event marks the evolution of the brand’s flagship annual music gathering into a dual-room format designed to offer contrasting yet complementary experiences for music fans.

At the centre of the event is the Star Arena mainstage, where Axwell will perform alongside a line-up of regional and local acts including Blink, Dirty Signal, Mr. Yang, Viene and AnnJo. The experience will be complemented by Star Club, a more intimate venue featuring a 360-degree centre-stage configuration. The second room will be headlined by Baby J and Tye Turner, with supporting performances from Ashley Lau, Smooth Brain Girly, Mister Rodrigo and MJ.

According to the organisers, the new format aims to create more opportunities for attendees to engage with music while fostering social connections through shared interests and fandoms.

‘Fans Have More Friends’ platform takes centre stage

The event is built around Heineken®’s global “Fans Have More Friends” platform, which promotes the idea that common passions such as music, football and Formula 1 can help bring people together.

As part of the campaign, the company is introducing “Just Say Hei”, a social initiative designed to encourage interactions among attendees and help transform shared interests into real-world friendships.

Sean O’Donnell, Marketing Director of HEINEKEN Malaysia, said the concept reflects the brand’s belief that people often share more common ground than they realise.

“Heineken® House is built on a simple belief — that people have more in common than they realise. Just Say Hei is that first step; a simple, pressure-free way to turn shared interests into real-world connections through what people already enjoy,” he said.

He added that the initiative will be integrated throughout the Heineken® House journey, from pre-event gatherings to the main event itself, creating opportunities for attendees to connect through shared passions.

Pre-event sessions to build community

Ahead of the main event, Heineken® will organise a series of invitation-only Heineken® House Sessions in Kuala Lumpur, Malacca and Penang. The sessions are intended to serve as social warm-ups where music enthusiasts can meet and connect before attending the finale in August.

The sessions will take place at Lane 23, TRX in Kuala Lumpur on June 20, Ting Livehouse in Malacca on July 11, and Tsin Livehouse in Penang on July 25.

Tickets to Heineken® House are available via:

• Purchase of a ‘Heineken® Music Pack’, which contains 16 x 320ml cans of Heineken® and one (1) General Admission ticket, at major supermarkets, while stocks last. 
• Purchase participating Heineken® products and stand to win 2x VIP passes. 

More information on Heineken® House, ticket access and artist announcements is available at Heineken Malaysia Campaign Page.

Heineken® House and all related promotions are strictly for non-Muslims aged 21 and above. Consumers are reminded to drink responsibly and never drink and drive.