Heineken “Boring Mode” aims to reduce phone use at concerts

Heineken’s Latest App Aims to Reconnect Fans with Live Music Moments

In an era where concertgoers seem more focused on filming than feeling the music, Heineken has taken a bold step to address the rising trend of smartphone use on dancefloors. A recent study by the beer brand shows that 55% of music fans prefer recording videos of live performances rather than being fully present. Interestingly, over half of these fans admitted to rarely rewatching the footage, suggesting that the impulse to record might be more habit than intention. With this insight, Heineken joined forces with Barry Can’t Swim, the well-known Scottish DJ and producer, to encourage a new approach: experiencing live music in the moment without the digital distraction. To tackle this issue, Heineken launched a unique app called “The Boring Mode.”

The app disables a phone’s most tempting features—including notifications, social media apps, and the camera itself—allowing users to disconnect by choice rather than imposing a full ban on devices. This app aims to bridge the divide between embracing modern technology and preserving the authenticity of live events. Heineken’s study, which surveyed Gen Z and Millennial fans from the UK, US, and the Netherlands, found that 60% of respondents believe they’d enjoy concerts more if they could unplug. This data was the driving force behind the concept.

The app was showcased for the first time at the 2024 Amsterdam Dance Event, during Barry Can’t Swim’s DJ set. As fans tried to record the performance, an infrared signal prompted them to consider using Heineken The Boring Mode to “turn their phones boring” and live in the moment. Barry Can’t Swim, whose real name is Joshua Mainnie, expressed his enthusiasm, saying, “When I heard about the anti-smart concept, it struck a chord. Giving music your full attention creates a different energy on the dancefloor—without phones, the connection between people is just stronger.”

This initiative isn’t an isolated effort. Recently, artists like MEDUZA and James Hype have rallied behind efforts to reduce smartphone use in nightlife, asking fans to minimize filming and focus on the music. Clubs and event organizers are following suit, too. Damian Lazarus recently introduced a strict no-phone policy at his Hï Ibiza residency, aiming to create a distraction-free space for music lovers. Legendary DJ Bob Sinclar also voiced his frustration with the trend, calling out content culture after a performance he described as “the worst gig of [his] career.”

As more artists and venues explore ways to reclaim the live music experience, Heineken’s Boring Mode app has become a timely tool. Available for free on iOS and Android, the app is an invitation for fans to put down their phones and fully immerse themselves in the music.