Kirin Ichiban partners up with Deus Records and DJ Muro for new integrated national campaign ‘First Press’ via Monster Children and UM

Kirin Ichiban has launched ‘First Press’, an integrated national campaign developed in conjunction with Monster Children, that brings together the unmatched brewing philosophy of Kirin Ichiban, the cultural influence of Deus Records and the authentic musical artistry of Japan’s legendary DJ Muro.

Live in the market from March 10, Kirin Ichiban’s First Press campaign is centred in digital storytelling around the purity of sound and taste; championing the cultural authority of DJ Muro while matching the uncompromising quality of first press beer with the sound of first press vinyl.

Celebrating craftsmanship, precision and excellence, Kirin Ichiban (which means first and best in Japanese), unlike other beers, is made using the ‘first press’ of the wort. This method brews beer to its purest state for the best flavour, extracting only the most flavourful of the finest ingredients. ‘First Press’ is a genre spanning label defining the most premium, ultimate edition: for beer the purest taste, and for music the purest sound.

Kirin Ichiban Brand Director, Amy Hiscock says: “There’s an easy alliance between first press vinyl and first press beer; both represent impeccable quality. Kirin Ichiban uses a unique brewing process which is uncompromising – and made from only the first press, for the purest taste. DJ Muro epitomises the same unwavering dedication to experience that defines Kirin Ichiban. Similarly, Deus Records represents a fusion of music with the brand’s values of authenticity and mastery of craft.”

“Deus Records, DJ Muro, and Kirin Ichiban share a dedication to craft, heritage, and authenticity. Deus celebrates music and storytelling, DJ Muro embodies the art of rare discovery, and Kirin Ichiban represents precision, quality and taste. Together, we’ve created a partnership rooted in cultural appreciation and creative excellence”, said Stevie James, Art Director, Deus Ex Machina.

The short cut First Press video is activated across social and online, complimented by a 15 second audio segment on Spotify and Acast. The content  follows the footsteps of Japan’s original hip hop DJ and collector as he frequents listening bars and vinyl pressing plants in Tokyo. Led by Muro, we are given intimate access to the deep vinyl culture of Japan, with an overlay of his voice as he explains what makes ‘first press’ the ultimate experience.

An expanded 4.21min short film (embedded below) takes viewers on a guided tour through rare Japanese pressings, hidden listening rooms, iconic Jazz Kissaten bars, and Deus Records, which connects Japanese and Australian music scenes. Along the way, DJ Muro introduces influential figures who share his passion for authentic music experiences. His intimate involvement ensures the film not only documents but contributes to music culture, bridging artistic and cultural gaps.

A stand-alone Kirin Ichiban masterbrand OOH campaign will work strategically in support of the storytelling in Sydney and Melbourne, while grass roots promotional activity will be live in over 1500 on and off premise venues via incentivised competitions around listening, music and travel to Japan.

The First Press campaign comes to life in the Australian market from March 19 with a series of events open to the public and epically curated, appealing to the senses via a live set from DJ Muro, ice cold Kirin Ichiban beer, and the release of a streetwear collab designed by Deus Ex Machina. Australian fans will be able to attend DJ Muro’s sets in Melbourne at High Note on 20 March and Sydney at the Caterpillar Club on 23 March, where a limited drop of the vinyl and t-shirt will be gifted to the audience.

DJ Muro’s Australian visit will coincide with the launch of the ‘First Press’ album – a hero product born from the partnership.  The 12 inch vinyl was first pressed by the masters at Toyokasai Records in December last year, a pressing plant thriving in Tokyo since 1959 – limited to a single run of 500 records. The ‘MURO’ vinyl is an A & B side collector’s edition of two of the DJ’s unreleased tracks, and two from his cover project WAON. The  album references disco, hip hop, funk and soul, and is brought together in partnership with Deus Records.

The limited edition ‘Record Hunting’ Jacket, t-shirt and vinyl is only available via a limited drop on the Kirin Ichiban instagram where fans can win the items, as they won’t be available to purchase.

View the campaign hub here.

Client: Lion
Creative Agency: Monster Children
Media agency: UM