• Brandweek, Wednesday, July 18, 2007 11:30 AM

Miller Brewing's Genuine Draft is partnering with the Rock 'n' Roll Hall of Fame to sponsor artist interviews and performances in key markets that will be videotaped for rebroadcast on the Web.

Developed in conjunction with promotional agency Arc and executed by GMR Worldwide and digital agency Digitas, "The Craft" series of interviews explores the experiences that shaped the songs written by popular musicians. (The Craft refers both to songwriting and brewing beer.)

The series began last week in San Diego with Jim James, the singer and principal songwriter for My Morning Jacket. Other artists will include Patty Griffin, Death Cab for Cutie's Ben Gibbard and Paul Westerberg in cities such as San Francisco, Denver, Chicago, Minneapolis and Seattle, which are considered key markets for MGD. In all, 12 shows are planned over the next 11 months.

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