Six-part series will chronicle Budweiser’s global quest for
undiscovered talent, bringing together street musicians from around the
world to create the ultimate “busker band”, following them as they
record a new version of X Ambassadors and Jamie N Commons’ supercharged
hit “Jungle”, and culminating in an once-in-a-lifetime performance at
the 2014 Budweiser Made In America Festival
JAY Z and Rihanna to return to Budweiser MADE for Music with a
refreshed global campaign running across more than 85 countries
NEW YORK--(BUSINESS WIRE)--
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.
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.
For all Budweiser Made in America Festival inquiries, including
requests for festival accreditation please contact Jeffrey Grass at Jeffrey.Grass@anheuser-busch.com
and Rory Roth at firstname.lastname@example.org.
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.
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Laura Vallis, +1-212-573-9283