Tennent's Lager: At the heart of T in the Park
Introduction
The landscape of the music industry changed irrevocably in 1994: the effects of Nirvana's MTV Unplugged, The Prodigy's Music for the Jilted Generation and Oasis' Definitely Maybe still reverberate today.
Tennent's Lager – together with promoter partner DF Concerts – created the inaugural T in the Park, Europe's first brand co-created music festival, launching a commercial and creative model for brands and rights holders that would...