Beck’s is continuing to celebrate its longstanding commitment to music and art by a next round of its hilarious project, Beck’s Music Inspired Art. The beer brand is mixing good music with visual creativity again, and this time makes it really huge—literally. To promote its new project titled Beck’s Shape Your Music Experience, launched in mid-September, the brand is giving away up to 25 million song downloads on Play.com and commissions artists to create giant billboards in London and Birmingham.
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Earlier this year, Beck’s released a line of Art label limited edition bottles and cans featuring special codes that now can be used to download music tracks from Play.com for free. It also gave emerging British bands an opportunity to support Phoenix at the Beck’s Music Experience gig in Berlin on November 6. On the www.myspace.com/becksmusic page, the brand encouraged aspiring musicians to give the link to their best song from their profile, and now the users are invited to select one of the 10 finalists—the contestant with the most votes as from MySpace and Facebook users on October 24 will become the winner of the Beck’s European Newcomer Contest and become the support band to the Beck’s Music Experience with famous British musicians. Fans also can win VIP ticket packages (including tickets) to the concert by taking part in contests on the Beck’s Facebook page.
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The music drive was supported by brilliant visual work by artist Jamie Brown and Inventory Studio (Robert Boon and David Lane), which created huge art billboards in Birmingham and London. The creative process started at 5 a.m. on Saturday, October 9, when Brown began painting the façade of The Foundry, the iconic East London art and music venue, now closed to be further demolished and to make way for an 18-storey hotel and retail complex. The artist spent over three days on creating the flamboyant billboard (go here for more photos), and when he finished his work, the baton was passed to Inventory Studio (earlier they also produced music inspired artwork, which was applied to a custom designed beer font, pin badges, posters and Pint glasses), who commenced making their live art with thousands of CDs on a front wall of one building in Birmingham on Monday.
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Beck’s fans also can create their own art label in the design tab on the brand’s Facebook profile.