News Column

Taco Bell Updates on Feed the Beat Roster

June 30, 2013


Taco Bell has announced the next lineup of Feed the Beat artists.

According to a release, a new group of 100 up-and-coming #FeedTheBeat artists join the more than 600 alumni to experience the brand's support and continually expanding program. As these artists and their audiences embody the spirit of Live Mas, Taco Bell looks to reach new heights in helping connect the bands with fans and Taco Bell fans with bands.

Feed the Beat support comes in the form of feeding touring musicians with $500 in Taco Bell gift cards - which is how the program began in 2005 - but more importantly, the brand's passion for supporting artists and artist discovery does not stop there. The Feed the Beat program boosts exposure for various artists by giving them a stage at events around the country, featuring their music in national television commercials, and providing a connection to Taco Bell's social presence including an active @TacoBell following - with more than 500,000 Twitter followers - and 10 million Facebook fans, the Company said.

Taco Bell continues to look to Feed the Beat artists to provide the soundtrack for many of Taco Bell's commercials - which more than 240 million people see at least once a week. Alumni artists Passion Pit, little hurricane, New Politics and Hacienda have seen the positive impact of their music featured in Taco Bell commercials, further connecting these artists to the brand's audience.

"The program provides us with amazing exposure, like having our song featured in a Taco Bell commercial," said lead singer, David Boyd from alumni Feed the Beat band New Politics. "As a band just starting out and touring, it can get pricey eating on the road so being part of Feed the Beat and eating for free at Taco Bell is awesome. This new lineup is lucky because, let's face it, who doesn't love Taco Bell."

At this year's South by Southwest (SXSW) Conferences & Festivals, new Feed the Beat artist Wildcat! Wildcat! opened for alumni artist Passion Pit before a packed crowd. The performance will be the focus of a #FeedTheBeat Rockumentary by Director Sam Jones, expected to debut later this year and give a behind the scenes look at each band's road toward success.

"We love how Feed the Beat paired a well recognized band from a major label with a new band from an independent label to show contrasting experiences at SXSW," said Jesse Taylor, lead singer of Wildcat! Wildcat!. "The concept of the film and that Sam Jones is the director is truly indicative of how in tune Taco Bell is with today's musical culture. We're excited to be a part of the new Feed the Beat lineup."

As for Taco Bell, one of the ways it supports its tagline Live Mas is through artist support and music discovery. Taco Bell not only sees itself as a fan of a variety of music but understands that its fans love music and being the first to discover artists, so Feed the Beat is simply giving consumers access to what they are passionate about, the Company noted.

"Taco Bell's Feed the Beat program has emerged as one of the premier brand partnerships in the music space," said Brian Nolan, Senior Director at Columbia Records Creative Agency. "From licensing songs in Taco Bell commercials to a cutting edge documentary, we have seen first-hand how the program can play a critical role in breaking our artists. We look forward to continuing to expand this relationship with this year's crop of Feed the Beat artists."

The Feed the Beat program has already supported more than 600 artists and will continue to find new ways to further connecting these bands with both fans and food.

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