In their attempt to bring their festivals featuring the best artists and bands back into the music lover’s eyes, Budweiser thought of contracting famous rapper Jay-Z for a breath of fresh air meant to revive their Budweiser Superfast. The hip hop megastar has already agreed to curate and headline the “Made in America” summer music festival in Philadelphia, the new name the event got after a rebranding.
Budweiser Superfast was a well known musical festival, known to feature some of the most famous musicians. Aretha Franklin, Stevie Wonder and Michael Jackson were only a few of the big names that turned them into a musical event for about 20 years, till 1999. This is the second attempt to revive the festival. The first one, last year’s event featuring Jill Scott, did not manage to achieve everything Budweiser hoped for.
The new name, “Made in America”, is a carefully chosen one – it promotes Anheuser-Busch brand’s American heritage and it is also a reminder of one of the songs on Jay-Z’s 2011 album which featured Kanye West, Watch the Throne. With the new brand and latest selection of celebrity promoter, Budweiser also hopes to attract the younger, more multicultural crowds
“Budweiser is expanding into a bigger and deeper connection [with consumers] through music,” said Rob McCarthy, VP-Budweiser at Anheuser-Busch. The initiative is meant to “engage young adults who have a passion for music,” and is focused on an artist lineup that is “very diverse, touching all [consumers] that make up America.”
The partnership with Jay-Z to promote the music festival is part of Budweiser’s latest strategy to put more emphasis on music for several brands: Kanye West’s music featured on Bud Light Platinum Super Bowl spot, Will Smith featured in the Bud Lights Lime campaign and so on. For the “Made in America” event, Jay-Z will curate a list of 30 artists and headline the concert. The show will also be available across the USA through live-streaming. To give it a responsible touch, part of the proceeds will go to charity.