Content Series: Budweiser launches MADE Underground to Create the Ultimate Band of Street Performers

Today, Budweiser 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.

“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.

How is this content series being marketed, you ask?

The MADE Underground series trailer is available now at a Budweiser YouTube site via vanity URL, 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.

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 (Out of Home), 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.

Check out the trailer below to get a taste of what’s to come!

 

Street Team/Promotions Marketing Tips: What I Learned from Lightning in a Bottle

Over the past few months, I’ve had the privilege to be part of The Do Lab promotion team for Lightning in a Bottle festival. Basically, the promotions team takes to the streets to pass out flyers, hang up posters and chat it up with folks with the goal of increasing awareness with WOM (word-of-mouth marketing). Here are a few helpful tips I’ve pulled together from my experience:

• Manage your time. You may have a certain amount of hours to clock before completion. So, make sure you divide the number of hours by your calendar. We all have lives and even other jobs – this will help ensure you aren’t stuck with a ton of hours and no time left. Also, make sure you are in constant contact with your street team leader – they can be very helpful! Shout out to my awesome lead, @snedmonster!!!

• Know your audience. Look for events, concerts, shops and restaurants, that might draw people with similar interests. For example, if there’s a concert in town that is similar to the music at the festival, go chat it up with people waiting in line.

• Always be on the look out for opportunity. Carry collateral with you at all times: in your purse, in your car, in your pocket, etc. You never know when you may find yourself in a store or restaurant that has a cork board. Heck, you might even find yourself at the grocery store randomly in a conversation about the festival (or whatever you are promoting). If you’ve got a few flyers in your purse to share, then you can turn it into credit towards your hours!

• Collaborate with fellow teammates. I’ve met beautiful people during my days street teaming. If you can buddy up with someone at an event, you’ll get to more people, and give yourself a boost of confidence knowing you’re in it together. Once you’re done, go grab a bite or a drink – work hard, play hard!

• Be creative! When you’re out in the field, you only have a few seconds to catch people’s interest or take a flyer. Rehearse an elevator pitch, but then think up a few message points that you can use for various types of people. Using Lightning in a Bottle for example: If you see a person walking down the street with a yoga mat, talk about the amazing yoga workshops and then lead into the music and speakers. If you’re at a concert, shout out a few similar artists from the lineup they may also be interested in.

Have you been on a street team or have done promotions? Share your tips in the comments below!