Heieneken & Barry Can't Swim Team Up To Get Ravers Off Their Phones

The issue of phones in live music settings seems more contentious than ever. Recent research found that nearly half of Gen Z and Millennials find it frustrating to see a sea of phones in the air when out at a gig or concert.

Stepping up with a novel solution to the problem is Barry Can’t Swim and Heineken, who’ve teamed up to encourage fans to keep their phones in their pockets. They launched the new concept at Amsterdam Dance Event this year by installing technology that delivered a hidden message only visible on phone screens during the opening party at The Loft, headlined by Barry Can’t Swim.

They also launched the Boring Mode app that silences apps and dials down distractions, bringing us back to the turn of the millennium when phones could only text, call and play Snake. Scottish DJ and producer Barry Can’t Swim said, “I’m all in favour of The Boring Phone and Boring Mode that Heineken have created. When I heard about the new ‘anti-smart’ phone concept, it was something that struck a chord with me. With live music, of course you are more present and immersed if you are giving it your full attention, rather than taking a video on your phone. And without phones, the energy is definitely different—people are more connected on the dancefloor.”

Jorinde Boom, Head of Partnerships at ADE, added: “Electronic music is made to be felt, experienced and heard, not just in your ears but through all of your body’s senses. We encouraged everybody to experience and explore each performance of an artist during ADE in the best way. We hope the campaign created by Heineken allowed attendees at this year’s festival to enjoy all the world-class artists free of distraction.”