Life in Color, a production company that bills itself as the world’s largest paint party, is set to host the halftime show of the Guinness International Champion’s Cup Final on August 4 in Miami. The event won’t include paint but will feature lasers, fireworks, LED video, and be soundtracked by Martin Garrix, the 18-year-old Dutch DJ whose song “Animals” has been one of the biggest EDM tracks of 2014.
Held at Miami’s Sun Life Stadium, the match will be broadcast on Fox Sports 1. Life In Color is the only EDM brand to host a halftime show for a major televised sporting event in North America, according to the event’s release.
“This is an incredible opportunity for us to showcase the energy, creativity and music that makes Life In Color and the whole EDM community so dynamic,” said Sebastian Solano, CEO and Co-Founder of Life In Color. The company is also expected to make an announcement during the broadast. “We’re going to give people a show like they have never seen before, and give our fans some very exciting exclusive news,” Solano said.
Life In Color was founded in 2006 as Dayglow, a touring electronic music-based party geared for college campuses that sprayed audiences with paint during the show. The name was changed when the company was acquired by SFX Entertainment in 2012. It sells roughly 500,000 tickets to parties each year in 45 countries, and hosts superstar DJs such as Calvin Harris, Steve Aoki, Afrojack and Diplo.
Matt Higgins, the CEO of Relevant Sports Entertainment, said millions of people are expected to watch the game on television. “We wanted the halftime entertainment to be as big as the play on the field,” Higgins said in a statement.
Tickets for the Guinness International Champions Cup Final can be purchased at www.internationalchampionscup.com.