Budweiser is forming a true street band with the help of established musicians as part of its ongoing global campaign “’Budweiser Made for Music.” The beer brand is searching talent on the streets and subways of such big cities as London and New York with a goal to find the best musicians for its “ultimate busker band.”
The new project, “MADE Underground Series” is rolling out across 85 countries. It will break into six parts, each will be dedicated to discovering street music pearls and taking them together for a killer busker band. The project is shepherded by British folk musician Jamie N Commons as well as New York band X Ambassadors—the newly formed band will create a cover for X’s single “Jungle.”
The search will make several stops across the globe—London (August 4), New York (August 12), Philadelphia (August 19) and Rio de Janeiro (August 26)—where street musicians will get a chance to get heard and enlisted for the band. The process will be documented and revealed as a YouTube series.
After the four films dedicated to auditions, there will be two final episodes revealing the winning musicians and the newly formed busker band, rehearsing and then performing. The project will culminate at a grand event, the Budweiser Made in America Festival on August 30. The gig will be curated by Jay Z, who along with Rihanna is the celebrity face of the “’Budweiser Made for Music” campaign.
“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. “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,” commented Camilo Durana, Budweiser’s global director of sports and entertainment.