Heineken kicks off local DJ competition Music is the newest method of promotion for alcoholic beverages in Egypt, with the re-launch of Heineken Music Thirst, an international competition to select and award local DJs. The 2005 competition was a first for Egypt, and Al Ahram Beverages promoters hope that round two will continue to align the country's burgeoning club music scene - from Cairo to Agami to Sharm El-Sheikh - with the German beer and its Egyptian alternatives. The Thirst 2007 series opens on July 27 featuring nine DJ finalists selected by a panel of well-heeled Egyptian DJs and music industry types. Heats will then be held among the nine, with three going to a pre-final round. Hopefuls have until July 20 to register online, submitting their mix tapes or demos electronically. The competition will not award a winner until late 2007 - the month of Ramadan halts any promotion of booze and dance clubs. Before then, the North Coast will be the setting for one of Thirst 2007's pre-final concerts. Heineken Thirst, launched globally in 2002, has passed through 30 countries, and by their own count no less than 7,000 DJs have competed "with over 250,000 clubber having attended these Thirst events. The Egyptian winners would certainly hope to replicate finalists elsewhere, some of whom have had their singles hit the top 20 charts in the UK. For other potential finalists, playing alongside international DJs at a Heineken sponsored party is a ticket to future gigs. "Not only is this a golden opportunity for local DJs to perform alongside top international DJs and win valuable prizes, said May Saleh, Project Manager of Heineken Thirst Egypt, "it is also a chance for the local audience to listen to some of the top music in the industry.
