Budweiser’s 2014 “Made For Music” effort includes creative featuring Jay Z and Rihanna as well
as a six-part series chronicling the brand’s search for undiscovered talent.
The global campaign will run in more than 85 countries giving worldwide music fans access to some of the most unique musicians, artists and creators. Campaign materials featuring Jay Z and Rihanna include OOH, print, packaging and content available on budweisermusic.com.
MADE Underground will follow Budweiser’s search for an eclectic mix of street musicians to create a global “busker band” that will perform at the Budweiser Made in America festival Aug. 30.
The 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 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’ electrifying 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: London on Aug. 4, New York on Aug. 12, Philadelphia on Aug. 19 and Rio on Aug. 26. The series will then feature two episodes around the band’s first rehearsal in Los Angeles and then finally their performance at the festival, which will both be available post-festival.
The festival, curated by Jay Z in support of the United Way, will play a major role in the global Budweiser Made for Music platform. The effort will bring fans closer to Rihanna through a series of collaborations to be announced later this year.