Along with press and poster work, it will see the launch of limited-edition Beck’s Vier fonts and glassware designed by emerging artists and mini music festivals at pubs famous for hosting live gigs.
InBev, owner of the Beck’s Vier brand, is calling the push an ’evolution’ of previous Music Inspires Art campaigns, which have included activity such as a Beck’s branded gig finder app for iPhone, getting bands to design Beck’s labels and decorating the outside of gig-hosting pubs.
The brand has had links with the art world dating back to 1987, when Gilbert & George first designed a label for Beck’s bottles. Tracey Emin and Damien Hirst are among the artists who have since taken on the challenge.
Fabienne Rollot, marketing director for Beck’s Western Europe, says: “Beck’s has been involved with art and music for more than 20 years and the new ads show the evolution of our art labels programme as we take things to the next level by enabling artists to use the Beck’s Vier font and glass as a canvas.”
Bands performing at the mini-festivals include Little Boots and The Horrors. There will be 10 festivals in total, running from now until the end of July, taking in cities including Portsmouth and Sheffield.