Sun | Jan 19, 2020

New party concept hits the world today

Published:Saturday | November 27, 2010 | 12:00 AM

Today, Latin America will receive the best of what the rest of the world's nightlife culture has to offer as part of 'The Smirnoff Nightlife Exchange Project' - a global experience in which 14 countries pair up to exchange crates containing the best of their local nightlife. Each market will receive the best of their "sister-market's" home-grown nightlife, as voted by the public. Participating countries from Latin America include Brazil (exchanging with Australia); Venezuela (exchanging with Poland); and Argentina (exchanging with Ireland). Additionally, the city of Miami - often referred to as the 'hub' of Latin America- will also be exchanging with London.

Continuing on a mission to inspire and enable unique experiences, The Smirnoff Nightlife Exchange Project has uncovered the best of global nightlife, and will now celebrate the outcome when two very different cultures collide to create something extraordinary.

A community of close to 5,000 people from across Latin America submitted almost 8,000 suggestions for what best characterises nightlife across the region - from fashion trends and music styles to locally inspired cocktails - via Facebook. Once all of the suggestions were in, curators, Leo Madeira (an MTV VJ from Brazil), Ivan Matta (a radio DJ and journalist from Venezuela), and Ale Lacroix (a renowned DJ and TV presenter from Argentina), selected the ones that best represented the vibrant and varied nightlife of Sao Paulo, Caracas and Buenos Aires, respectively.

Final event

These ingredients will now be packed into a crate for Sydney, Warsaw and Dublin, respectively, to experience when the world swaps nights in an epic final event today.

"I'm incredibly excited to see the best of Latin American nightlife come to life for the people of Europe and Australia to enjoy and as well the best of Europe and Australia coming our way," said Olga Martinez-Garcia, vice-president of marketing & innovation for Diageo Latin America & Caribbean Hub.

"After weeks of voting and some extraordinary suggestions on what makes Latin American nightlife truly unique, today's event promises to be a one-of-a-kind experience, so get ready!"

To further involve the global community around The Nightlife Exchange Project, the Smirnoff Company created a new collaborative music platform Beat of the World which allows people from around the world to get involved and help create an exclusive track that will be played today.

The track will represent the diverse cultures of the 14 countries taking part in the Smirnoff Nightlife Exchange Project. The pairings for the 12 other countries taking part have been revealed as follows:

Toronto, Canada and Bangalore, India

Berlin, Germany and Cape Town, South Africa

Beirut, Lebanon and Bangkok, Thailand

Global track

Available free online from (, the Beat of the World application enabled fans to create their own music videos and share with friends with no formal musical or editing skills required. Simply using a computer's built-in webcam and microphone, users can record themselves making a variety of sounds, e.g., singing, humming, beating a drum, shaking maracas, playing a tin whistle or all of the above. The output was then processed by the auto-tuning technology and arranged in time to the correct beat.

All of the user submissions from around the world will be collected and excerpts will be used to create the global track - remixed to the melody of Thunderbird by The Golden Filter - which will then be showcased at each of the 14 events today.