OREANDA-NEWS. As part of its international music marketing program, Electronic Beats, Deutsche Telekom has organized its first open air event in the Albania's capital city, Tirana. More than 15,000 music fans made their way last Friday evening to the city's central Mother Teresa Square to enjoy live performances by Fatboy Slim, Bebe Rexha and Honne at the free event.

Following Deutsche Telekom's successful organization of the Electronic Beats Festival in Cologne earlier this year, a new five-day music and lifestyle concept, it has now gone on to make one of Albania's largest open air concerts into a sensation. At the official reception for the artists performing at the event, Tirana's mayor, Erion Veliaj, thanked both Deutsche Telekom's representatives and Telekom Albania: “We are well aware of the value of Deutsche Telekom bringing such a magnificent concert experience to Tirana.” A very special honor was awarded on American newcomer Bebe Rexha, who has strong Albanian connections in her family background: she was presented with “the key to the city of Tirana”.

In the wake of its involvement with Electronic Beats in countries like Poland, Hungary, Montenegro, Romania, Slovakia and the Czech Republic, Deutsche Telekom began work this year on bringing their successful music and lifestyle program to Albania. “With Electronic Beats, Deutsche Telekom has been running one of the world's most successful music and lifestyle programs for more than 15 years now. And we've now adapted the concept to the Albanian market. By providing customized content on the country's own website, electronicbeats.com.al, and setting up complementary social media channels, along with putting together a selection of artists for the live events made to measure for the country's audiences, we're succeeding in hitting the zeitgeist of our young urban target group," says Ralf L?lsdorf, Head of International Music Marketing Deutsche Telekom. “Through the Electronic Beats Festival, we've made our international brand essence “Life is for sharing” strikingly tangible, and succeeded in arousing nationwide interest in the Deutsche Telekom brand in Albanian media.”

About Deutsche Telekom
Deutsche Telekom is one of the world’s leading integrated telecommunications companies with more than 156 million mobile customers, 29 million fixed-network lines and around 18 million broadband lines (as of December 31, 2015). The Group provides fixed-network/broadband, mobile communications, Internet and Internet-based TV products and services for consumers, and ICT solutions for businesses and corporate customers. Deutsche Telekom has a presence in more than 50 countries and employs about 225,200 people worldwide. The Group generated revenues of 69.2 billion euros in the 2015 financial year – around 64 percent of it outside Germany.