Tiger Beer has launched Tiger Courage Beats, an innovative experience that transforms personal stories of courage into songs, giving people a new way to hear, relive and share the moments that moved them forward.

Available from Aug 1 to Sept 15, as part of the brand’s Roar With Courage campaign, Tiger Courage Beats invites people to submit stories of the moments that kept them moving forward. Each story can be transformed into a personalised Courage Song generated using artificial intelligence (AI), in the participant’s chosen music genre, voice and language, with downloadable audio and visual formats for sharing on social media. This experience is designed to help consumers creatively express their stories and does not replicate or imitate any specific artist, performer, or copyrighted work.

The campaign is built on the belief that everyone’s inner tiger is more powerful than they think. Tiger Courage Beats invites people to put those untold stories into words and hear them recognised, many for the first time, through music.

“Tiger Courage Beats is about recognising the moments people rarely talk about, even though they often define who they become. We wanted to give people a new way to revisit those stories, celebrate them through music, and ultimately bring them together as part of a  bigger Tiger celebration later this year,” said Julie Kuan, Marketing Manager of Tiger Beer Malaysia.

Eligible participants may also receive access to the Tiger Courage celebration later this year, subject to availability and on a first-come, first-served basis.

How to Create Your Courage Song

Participants can visit the Tiger Courage Beats microsite at https://tigercouragebeats.com/, which is open to non-Muslims aged 21 and includes an age-verification process. 

Once users submit their personal courage story of up to 150 words, they can then choose their preferred music genre, voice, and language before their story is transformed into a personalised AI-generated Courage Song, complete with a shareable audio and visual inspired by their submission. Users must ensure that the content shared is original, does not contain plagiarised material, offensive or illegal content, advertisement or reference related to race, religion, royalty, politics or other sensitive matter. Each user can submit up to two (2) personal courage stories during the campaign period. 

The Courage Songs and accompanying visuals are generated using AI based on participants’ submitted stories and selected preferences. As AI-generated content, outputs may vary and may not fully reflect users’ intended wording or meaning.