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Creative collaborations between musicians and artists have resulted in some of the most memorable pop culture images of the last 50 years. Think iconic images such as Sex Pistols God Save TheQueen, or The Velvet Underground and Andy Warholʼs famous collaboration (you know, the bananaone).
Next week, Beckʼs is launching an initiative where local artists will join with local musicians to designa series of limited edition labels for Beckʼs bottles. Scratching off any of the labels wonʼt be an option with artists Rainbow Monkey, Andrew McLeod and Gavin Hurley collaborating with musicians Cut OffYour Hands, Ghost Wave and Parallel Dance Ensemble to each design a series of labels inspired by a song from each band.
Beckʼs has also run a competition in design/media tertiary establishments around New Zealand to finda talented, up-and-coming artist whose work will be featured as part of the campaign on one of thelabels. The winner will be announced on January 26th 2012.
“For artists out there to have the opportunity to work alongside, and be inspired by some of New Zealandʼs next generation musicians, and have their design placed directly in the hands of tens of thousands of Kiwis is a tremendous opportunity weʼre very excited to be a part of,” says Beckʼs BrandManager, Kylie McEntee.
“Working with these artists and musicians has been an absolute privilege and weʼre looking forward to sharing with everyone the fantastic talent New Zealand has to offer both visually and musically.”
Not only will over 1.6 million Beckʼs bottles be sporting a completely original work of art, but those who purchase a promotional 12 pack can also receive 4 free music downloads of their choice powered by Bandit.fm. Itʼs the Beckʼs Music Shout! And with millions of tracks to choose from, music and art lovers are bound to find tunes to tickle their taste buds as much as the refreshing golden lager inside the bottles.
The limited edition bottles will be available in store and in bars for 3 months starting 1st February 2012.Beckʼs bottles featuring works of art, delicious thirst quenching beer housed within, and free music todownload. Is there much else needed for the perfect summer?
Since itʼs founding in 1873 Beckʼs has been dedicated to innovation and independent thought. The first brewer to protect the beer behind green glass, it was also the first to export beer from Germany in a steel keg, ensuring the beer tasted as fresh when it arrived as when it left the brewery. Beckʼs is instantly recognisable by its crisp fresh palate and slightly bitter aroma and is brewedaccording to the German Purity law of 1516 that states the only ingredients that may be used in beer are hops, barley, water and yeast.