Budweiser today unveiled its 2014 MADE for Music campaign, drawing on the brand’s long-standing support of great music and great artists of all types around the world. Inspired by the global confluence of music and other dynamic forms of artistic expression, Budweiser MADE for Music gives global music fans access to some of the most unique musicians, artists and creators that inspire greatness in all of us.
MADE Underground will follow Budweiser’s round-the-globe search for an eclectic mix of street musicians to create a global “busker band”, consisting of the most unique underground and street performers, that will ultimately perform at the Budweiser Made in America festival on Saturday, August 30th.
“Music’s ability to inspire millions of people around the world everyday 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,” said Camilo Durana, Global Director, Budweiser Sports and Entertainment.
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. They, in collaboration with Budweiser, will bring together the passion and talent of underground performers from around the world to convene an all-star symphony of diverse street sounds from these world capitals.
“As a street musician from London, I am so excited to be a part of Budweiser’s MADE Underground,” said Jamie N Commons. “There is so much talent in the most unexpected places and through the series we will all help to shed light on some of the most genius musicians from across the globe to re-create an awesome track and deliver what promises to be an amazing performance at Budweiser Made in America Festival.”
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’ electrifying summer anthem entitled “Jungle”, which has already received a remix from JAY Z.
“Living in New York, it’s hard to miss the amazing talent around every corner which is why I am so thrilled to work with Budweiser’s MADE Underground to showcase the truly brilliant street performers throughout the world and highlight the energy they bring to our city life,” said Sam Harris of X Ambassadors.
The MADE Underground series trailer is available now at www.budweisermusic.com. Further episodes will be available in the coming weeks: London on August 4, New York on August 12, Philadelphia on August 19 and Rio on August 26. The series will then feature two episodes around the band’s first rehearsal in LA and then finally their performance at the 2014 Budweiser Made in America Festival, which will both be available post festival.
The 2014 Budweiser Made in America Festival, curated by JAY Z in support of the United Way, will continue to play a major role in the global Budweiser Made for Music platform. It will once again celebrate the artists, makers and creators that leave an indelible mark on pop culture and the spirit that drives them to greatness, bringing the inspirational power of music to millions of fans around the world. Budweiser’s global MADE Underground “busker band” will join in celebrating music’s unique power and influence in bringing people together.
Once again, MADE for Music will bring fans closer to Rihanna through a series of collaborations to be announced later this year. Additionally, 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 where fans can enjoy a Budweiser. 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 through over 150 live music events, including MADE In parties across the United States, Budweiser Storm EDM events throughout China and the Budweiser Made in America simultaneous festivals in Philadelphia and Los Angeles on August 30 and 31, 2014.
About BUDWEISER:
Budweiser, an American-style lager, was introduced in 1876 when company founder Adolphus Busch set out to create the United States’ first truly national beer brand – brewed to be universally popular and transcend regional tastes. Each batch of Budweiser follows the same family recipe used by five generations of Busch family brewmasters. Budweiser is a medium-bodied, flavorful, crisp and pure beer with blended layers of premium American and European hop aromas, brewed for the perfect balance of flavor and refreshment.
Budweiser is brewed in 17 countries using time-honored methods including “kraeusening” for natural carbonation and Beechwood aging, which results in unparalleled balance and character.
