SOURCE: Smirnoff


November 13, 2011 18:24 ET

Smirnoff Nightlife Exchange Project Gathers Millions Globally for the World's Biggest Nightlife Experience

Madonna Selects Lil Buck From Memphis, TN as the Winner of the Global Dance Competition at Star-Studded Event in New York

NEW YORK, NY--(Marketwire - Nov 13, 2011) - Last night Smirnoff, the world's number one vodka, together with Madonna and millions of international revelers spanning five continents, celebrated The Smirnoff Nightlife Exchange Project in New York. Madonna along with choreographers Rich & Tone Talauega watched the final dancers perform and selected the winner of Smirnoff's exclusive high-profile global dance competition. With art direction and choreography by Shay Normann, the 11 finalists battled it out in front of over one thousand guests. Lil Buck from Memphis, TN was the designated winner and now becomes an official member of Madonna's dance crew. The thrilling evening included Madonna's personal selection to headline the event -- DJ and Producer Martin Solveig. Solveig has been collaborating with Madonna on her upcoming album. Hardy "Indigo" Muanza and Vikter Duplaix were also at the event spinning custom mixes.

Traversing time zones, borders and language barriers, the Smirnoff Nightlife Exchange Project saw countries world-wide create one-of-a-kind global events that encouraged the sharing and swapping of the most extraordinary nightlife ideas. Events across the world featured a diverse line-up of superstar talent including Kelis, CSS, Basement Jaxx, Alex Gaudino and more -- collectively performing 200 hours of music. Over 117,000 carefully crafted Smirnoff cocktails were enjoyed, partygoers grooved to over 3000 tracks, "liked" Smirnoff cocktails 5000 times and uploaded over 8000 photos to Facebook using onsite RFID technology.

"The Smirnoff Nightlife Exchange Project has uncovered amazing dance talent from all over the world," said Madonna.

Each of the participating countries showcased its own "Be There" moments through a melding of fashion, drinks, music, entertainment, technology and more. In Australia, which swapped nightlife with Italy, the event took the shape of Giuseppe Verdi's three act opera Un Ballo in Maschera ('A Masked Ball'). The event was brought to life with three key 'Acts,' Una Discoteca in Maschera, and at midnight all guests wore silver masquerade masks as fireworks fell from the stage and Opera singers, Aerial performers and dancers wearing Venetian masquerade costumes kicked off the global event while DJ Alex Gaudino spun Nessun Dorma. In the UK, which swapped nightlife with Jamaica, multi-award winning dance super group Basement Jaxx collaborated with Grammy-nominated singer-songwriter Janelle Monáe. They were joined on the main stage by legendary Jamaican band The Jolly Boys who performed a special never-been-seen-before collaboration of Bob Marley's 'One Love' with acclaimed hip-hop artist, Ms. Dynamite.

"Smirnoff is constantly on the look-out for the world's most original and exciting nightlife and the Smirnoff Nightlife Exchange Project gives us the opportunity to share our discoveries through extraordinary, one-of-a-kind experiences for our fans," says Simon Burch, Global Brand Director for The Smirnoff Co. "Madonna has championed unique, one-of-a-kind experiences in music and dance throughout her career, and because of this she was the perfect partner for this year's program."

The Smirnoff Nightlife Exchange Project, including the exclusive dance competition with Madonna, was the first component of a multi-faceted agreement between Madonna and her partner Live Nation and Diageo, the parent company of The Smirnoff Co. More details to be released in the coming months. For updates on Madonna, please visit For updates on The Smirnoff Nightlife Exchange Project please visit Additional event information and images from The Smirnoff Nightlife Exchange Project are available from Getty Image [].

The 50 countries that participated in the Smirnoff Nightlife Exchange Project include: Argentina, Australia, Belgium, Bolivia, Brazil, Bulgaria, Cameroon, Canada, Chile, China, Colombia, Costa Rica, Cyprus, Dominican Republic, Dubai, Ecuador, El Salvador, Germany, Ghana, Great Britain, Greece, Guatemala, India, Indonesia, Ireland, Israel, Italy, Jamaica, Japan, Kenya, Mexico, Netherlands, New Zealand, Nigeria, Norway, Panama, Paraguay, Peru, Poland, Romania, Serbia, South Africa, South Korea, Thailand, Trinidad, Turkey, Uruguay, United States, Venezuela and Vietnam.

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About Diageo
Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Visit and Diageo's own global resource for information and guidance on responsible drinking. In Great Britain, Diageo is a member of The Portman Group and supports The Drinkaware Trust. Celebrating life, every day, everywhere.

About Live Nation Entertainment
Live Nation Entertainment is the world's leading live entertainment and eCommerce company, comprised of four market leaders:, Live Nation Concerts, Front Line Management Group and Live Nation Network. is the global event ticketing leader and one of the world's top five eCommerce sites, with over 26 million monthly unique visitors. Live Nation Concerts produces over 20,000 shows annually for more than 2,000 artists globally. Front Line is the world's top artist management company, representing over 250 artists. These businesses power Live Nation Network, the leading provider of entertainment marketing solutions, enabling over 800 advertisers to tap into the 200 million consumers Live Nation delivers annually through its live event and digital platforms. For additional information, visit |