Ragnarock, the Danish Museum for Pop, Rock and Youth Culture is a national, culture contemporary museum focusing on music and youth culture. The Copenhagen site explores the development of youth culture, told by the sound, the images and the symbols of Rock and Pop Music. The museum celebrates the young people who have moved boundaries through music, and how they have affected society through new dance forms, consumption habits, political views, style, use of music players and new technologies. The museum is a collaboration between Tuborg Beer and RomuDK.
Ever since the 1950s, young people have expressed themselves through Rock and Pop music in its many genres. Music is the strongest cultural movement in the 20th and 21st century. Most people understand that loud music will permanently damage your hearing, yet few people know that loud music also plays a role in making you drink more, faster. So even if you attend a music festival and promise yourself to not drink too much, you still end up doing the complete opposite without even realizing it.
In a study conducted in France, loud music contributed to the pace and volume of alcohol consumed. By increasing music levels from moderate (72dB) to loud (88dB), the time it took drinkers to consume an 8 oz. glass of beer decreased by more than three minutes and the number of drinks ordered during the experiment rose from two beers to four beers.
To help attendees at concerts and festivals, the Danish beer brand Tuborg gives away Beer Plugs: adorable ear plugs that come in the shape of two foamy beers. You can pick them up at the museum’s gift shop. Ad agency CP&B Copenhagen gave them the clever name and packaging.