The campaign kick offs with a Kanye West presents G.O.O.D. Music event in New York City on June 9, with an accompanying 2011 Heineken Red Star Access Facebook contest giving fans the opportunity to see G.O.O.D. Music stars perform live.
Red Star Access is the successor to previous music initiatives - such as Red Star Soul and Inspire - and sees the brand developing deeper relationships with the artists and their associated record labels.
Heineken has also partnered up with VEVO to bring the Red Star Access live experiences to a wider audience.
"We are ecstatic to be able to create Red Star Access for our consumer base, ultimately creating a platform that allows us to stay in their circle of dialogue and contribute value to their music experiences," said Heineken USA urban brand manager Tyler White.
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