Budweiser Goes Underground for New Campaign
Budweiser today unveiled its 2014 Made for Music campaign, which will showcase a new “underground” series featuring street musicians from around the globe.
The six-part series, called "Made Underground," will follow Budweiser’s global search for an eclectic mix of street musicians to create a “busker band” that will ultimately perform at the Budweiser Made in America festival on Aug. 30.
“Music’s ability to inspire millions of people around the world every day can come from unknown but passionate artists like these street musicians, as easily as it can from global icons like Jay Z and Rihanna,” said Camilo Durana, global director, Budweiser sports and entertainment. “We’re proud to celebrate that this year by giving fans access to all levels of artists dedicated to pursuing their craft with passion and creativity.”
The Made Underground series, produced by Noisey (VICE's music channel), Budweiser and Alex Da Kid, will follow Jamie N Commons, a British folk musician, and Brooklyn-based four-piece band X Ambassadors, as they hit the streets and subways of London, Rio de Janeiro, New York and Philadelphia to find these talented, unsung geniuses of global music.
Alex Da Kid, founder and label head of KIDinaKORNER Records where both X Ambassadors and Jamie N Commons are signed, will co-direct the series and produce and guide the busker band through the remaking of the track exclusively for Made Underground. The hand-picked band will re-record a special version of the artists’ summer anthem entitled “Jungle,” which has already received a remix from Jay Z.
The Made Underground series trailer is available now at www.budweisermusic.com. Further episodes will be available in the coming weeks. The series will then feature two episodes around the band’s first rehearsal in Los Angeles and then finally their performance at the 2014 Budweiser Made in America Festival, which will both be available post-festival.
The 2014 Made for Music initiative will be supported by a global campaign featuring Jay Z and Rihanna running across more than 85 countries around the world. It will integrate refreshed OOH, print, Made for Music packaging and content available on budweisermusic.com.
Budweiser will also bring live music experiences to fans around the world via more than 150 live music events.