Karva as a youth and music focused Georgian Beer Brand is always supporting young musicians. This was the main idea of the contest Take It Easy with Music, which connected Karva and young musicians. Efes Georgia launched the contest during the pandemic as a corporate social responsibility project. Pitter J group won the competition and Karva financed a music clip for their song All We Are Is Dust Into The Galaxy.
The contest Take It Easy with Music ran for two months and covered the social networks. It aimed to support and promote young and new musicians. The contest acquired wide recognition. Take It Easy with Music started in summer and around 70 musicians and bands took part. 10 best songs were selected by the panel of judges and people, which were circulated through social media. Out of 10 finalists, 3 winners got chosen by the “likes” of the panel and the audience, and the prizes were distributed as follows:
The First Prize – Pitter J
The Second Prize – Giga Jalaghonia and Friends
The Third Price – FAU
“I will not talk much about what kind of year the 2020 turned out to be. The COVID 19 pandemic dramatically changed the lifestyle of millions and moved almost everything to the virtual space,” said noted Ana Karchava, Marketing Manager of Efes Georgia. “It negatively affected the art industry. Life stopped, which was unacceptable for Karva and us, and we started thinking about overcoming difficulties somehow to bring joy to the lives of both Karva and music fans. We decided to hold a contest named Take It Easy with Music, which well matched the pandemic. The main idea was to help songwriters. I think the contest served its purpose, since we enabled many young musicians to realize their potential.”
The contest Take It Easy with Music was organized by the Kraken Creative Agency for Karva Brand and it made also the music clip for winning group Pitter J. The audience already knew the clip named All We Are Is Dust Into The Galaxy, which reflected the mental and emotional condition of musicians (and not only of musicians) during the pandemic.
Karva has been supporting young artists for a long time. It launched the social campaign #ganikarveshin, which covered music lessons of Leno Sessions, Video Calls. The other CSR activities and projects for supporting young musicians are linked to Karva Brand, such as Sofar Sounds Tbilisi; participation of Salio documentary in Med Cool Festival; Projects Mutant Radio and Usmine.ge: Electronic Music Festival in Gori: special campaign for support of young musicians; and also supporting such start-up companies as: FuckUp Nights, Product Tank, DataFest, PechaKucha Nights.