Beck’s Vier Strikes a Chord with Emerging Artists

This year’s campaign includes a host of activities from unique limited-edition Beck’s Vier fonts and glassware designed by emerging artists and inspired by their favourite music, to a series of festivals at iconic pub venues across the country featuring some of the world’s most creative emerging musicians and artists.

The Beck’s Vier Music Inspires Art activity launches with an eye-catching press and poster campaign and unique creative for pub murals, which will capture the attention of passers by.

Fabienne Rollot, Marketing Director, 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.

“The ad campaign showcases two designs by emerging UK artists from the Young Creative Network – both pieces reflect designs inspired by some of the artists’ favourite music.  Jiggery’s Pokery’s design was inspired by a song by Explosions in the Sky called ‘Your hand in mine’, while Inventory’s design was inspired by a Black Flags song called ‘TV Party’.

“Beck’s Vier will also present the Beck’s Vier Music Inspires Art UK Tour, a series of 10, four-day mini-festivals this summer at the most cutting edge pubs around the country, which will allow our consumers to fully experience our music and art programme,” explains Fabienne Rollot.

One mini-festival will take place every weekend from 20th May until the end of July, with headline acts including DJs Vampire Weekend and Little Boots, as well as The Horrors, Horsemeat Disco, and many more. Exclusive content from the musicians as well as highlights from the event and programmes which allow consumers to interact further with the Music Inspires Art programme will be available at www.facebook.com/becksvier as well as at online music hubs such as Spotify.  

Fabienne Rollot continues: “The Beck’s team has been working closely with the 580 Group to uncover the most exciting emerging musical talent. The 2010 collaboration will enable Beck’s Vier to work with consumers to discover the hidden elements of the exciting music on show.”

Last year’s Music Inspires Art collaboration saw musicians LadyHawke and Hard-Fi invited to redesign the iconic Beck’s bottle label - a challenge that was first taken up by artists Gilbert & George in 1987 and then latterly by such luminaries as Damien Hirst and Tracey Emin.  

To find out more about Beck’s Music Inspires Art visit: www.facebook.com/becksvier.