Coors Music Platform to Provide 'All Axis'

In an effort to offer music fans access to top content and concerts, Coors Brewing Co. has unveiled its "Coors Light Axis" program, which aims to provide an in-depth look at top artists.    

In partnership with New York-based Complex Media, musicians Big Sean and Curren$y will be featured in documentary-style videos and will headline special performance in the Big Apple and New Orleans.

Additionally, Coors Light's sponsorship with Vevo will provide consumers with access to a Q&A video series, "Ask:Reply," in which Big Sean will answer consumer questions via video, as well as a "Go Showsurprise" performance in Detroit.

"As a leader in the beer industry, it's only natural that Coors Light is on the cutting edge of a top passion point with millennial consumers," said Sonia Urintsev, Coors Light multicultural marketing manager. "Coors Light Axis will bring exclusive concerts, content and playlists across several genres to consumers who want to experience the latest in the music scene."

The program, which focuses on hip hop, Latin, country and rock music, also will include partnerships with media brand XXL and Pandora to deliver exclusive content, as well as with Univision Radio's "Uforia" nationwide concert series, and country star Jason Aldean, in which fans will have the chance to win trips to see live performances.  

As part of the program, Coors Light also will be the official beer sponsor of Atlanta's 16th annual Midtown Music Festival.