Sugababes & DJ Heartstring On Their Campaign To Get Gen-Z Clubbing Again
When the invitation arrived to witness the original Sugababes perform alongside DJ Heartstring in Berlin to celebrate nearly 25 years of the group’s iconic single Push The Button, there was only one respectable response: an emphatic yes.
Flash back to 2006, when the single was perhaps at its peak. While Push The Button had been out since the previous autumn, the number-one UK hit was still dominating the radios that summer. Paris Hilton released her self-titled debut album in the August, and Shakira’s Hips Don’t Lie was everywhere. It was an era when pop music ruled supreme, and the music, club and dance culture was all about having fun – free from the scrutiny of smartphones.
It was a summer to remember – a joy that Deutsche Telekom’s Electronic Beats aims to recreate for Gen-Z this year. Its aptly named Summer To Remember campaign is offering unforgettable offline memories and access to a variety of music experiences – kicking off with the Sugababes in Berlin in June, with plenty more events running throughout Europe until August. The campaign is providing 10,000 free experiences in total, allowing young people to enjoy live music and the vibrant club scene without any financial burden. It’s a timely initiative, given the current climate, in which the rising cost of living and the pervasive presence of social media often hinder genuine in-person experiences.
“Everything is insanely expensive these days,” says Siobhán Donaghy, one of the three original members of the Sugababes. “There’s a lot of weight on young people’s shoulders, so I think getting off social media and enjoying live music in person is a really good and healthy space to be in.”
The campaign’s launch event back in June perfectly embodied the spirit of connectivity and shared experiences. The night kicked off at the Michelberger Hotel, where the Sugababes took part in a live interview with the equally fabulous DJ LoveFoxy for the Electronic Beats podcast. The band shared their admiration for Berlin’s hedonistic club culture and revealed why their single Push The Button has stood the test of time and continues to resonate with today’s club kids.
Next stop, the quintessential Berlin party venue: a späti. In the UK, you might find a similar vibe in a corner shop, and in the US, a convenience store or bodega. However, in Germany, a späti is so much more. It’s a cultural hub; a place to meet, mingle and make memories over drinks and snacks with friends. Word had spread that Berlin’s own DJ Heartstring would be performing a set in this particular späti – Drinks & More on Libauer Straße – and that the Sugababes would make an appearance. So, the tech-heads and pop girlies rallied and congregated outside. Despite rumours of the night being cut short by an unexpected visit from the police due to crowd control issues, everyone was determined to party. The atmosphere was electric.
DJ Heartstring, also known as Leo and Jonas, are rapidly ascending in the world of techno – so they relished the chance to remix a song they grew up with. “We were so happy when we got the email,” says Jonas. “We decided to make it less fluffy and put a bit more oomph to it. Someone used the word ‘thumpy’ and I liked that, so I’m going to take it.”
“The melody is so iconic; the whole is song in general, so it’s super hard to make something with it without turning it into another cheap TikTok remix, but we hope we did,” adds Leo.
Having also witnessed the Sugababes shut down the West Holts stage at Glastonbury this year, with security having to block off access to manage the crowds, it’s clear the group has entered an exciting new chapter of their career. After their set, fans began a campaign on X for the festival to give them the celebrated ‘legends’ slot next year. After reuniting as the original lineup in 2023, Donaghy, Keisha Buchanan and Mutya Buena have captured the hearts of longtime fans and new listeners alike. Audiences have been thrilled to see the OG ’Babes back on stage, delivering their favourites with a fresh spin and revisiting their garage roots. “I am enjoying it this time more than the first,” says Buchanan. “The whole experience is just so exciting. It’s wonderful to do something like this and hear our work reimagined.”
Known for creating euphoria on the dancefloor, DJ Heartstring felt a natural alignment with both the Sugababes and the Summer To Remember campaign, especially as the DJ duo have gained traction in the age of social media and understand the pressures on young people today. “It’s really important that people have access to club music and [can] see their favourite acts live,” says Jonas. “Artists have to keep in mind the importance of giving back to the people, even if it means not making a profit from everything.”
Inside the späti, 100 lucky fans revelled in an intimate, unforgettable experience. The organisers had bought out all the shop’s stock, so we had free rein over the beers, wines and cocktails in the fridges, along with any snacks we desired from the shelves. Before the music began, DJ Heartstring took the time to mingle with fans outside, chatting and sharing in the excitement. “It’s actually an honour that we are in this position now. We are really, really thankful that we can do this and give back,” says Leo. What followed was the best späti party ever: DJ Heartstring spun their set from behind the till, while the Sugababes performed on a custom mini stage in front of the drinks fridges. It was one of those fever-dream moments I’ll never forget.
We danced to many of their classics (Freak Like Me was a personal highlight) under a poster that read ‘This Summer We Pushed The Button… Again’ – perfectly capturing the essence of the campaign. It’s clear that Electronic Beats is committed to pushing the button on a fun-loving summer, inviting music lovers to join the ride.
Pia Brynteson is Content Editor at Service95
