Undeniably, youth culture’s position in the creative arts is and will always be crucial. Whether within the realms of fashion, music, literature, or art, it’s the next budding generation of talents that will push the boundaries and challenge the status quo. However, as we’re all aware, the modern world is a difficult place to exist in, particularly for young people, which is why Deutsche Telekom is inviting young people to experience a variety of free music experiences across Europe.
Dubbed ‘The Summer of Joy,’ the program will allow young people the chance to win tickets to some of Europe’s biggest and most prominent festivals alongside intimate small-crowd gigs and pop-up events hosted by Electronic Beats.
Renowned Grammy-nominated producer Jayda G kicked off the program last week alongside a host of talented DJs, including Fiona Zanetti, for an immersive club night experience at Vienna’s USUS am Wasser. The open-air venue provided the perfect backdrop for Jayda to blare out an extensive catalogue of house hits on the riverside, putting her infectious confidence behind the decks into motion.
Speaking on the project, Jayda says: “Music was my lifeline growing up. To protect youth culture, ensuring access to real-world music experiences is so important. And to play a part, alongside Deutsche Telekom, in providing an escape from the pressures on the youth of today, is such a joy.”
As the youth of today face challenges throughout society, including a lack of economic support, alongside a crisis in mental health, the program hopes to provide a moment of respite for those who need it most.
In celebration of the campaign’s launch, ‘Summer of Joy’ also produced a music video style film directed by the award-winning duo BRTHR who have worked with artists such as The Weeknd, PinkPantheress and Charli XCX.