Industry News | August 22, 2013

Taco Bell Feeds The Beat With Debut of Its “Rockumentary”

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Taco Bell, while best known for selling more than two billion tacos each year, is no stranger to music. With a shared passion for music with thousands of its consumers and its Feed the Beat program that has supported more than 600 up-and-coming artists on tour since 2006, the brand continues to help its fans Live Más through exclusive opportunities that connect fans with bands and bands with fans, socially.

Feed the Beat is expanding its relationship with fans and support for music by introducing a documentary film, “Hello Everywhere,” that explores a new era of music discovery as revealed by two bands from the program and uncovered by acclaimed director Sam Jones.

Fans will experience an exclusive look at indie success story Passion Pit and emerging indie artist Wildcat! Wildcat! as the behind-the-scenes film reveals surprising similarities and candid differences in their careers.

The Feed the Beat “rockumentary” project was filmed at South by Southwest (SXSW) 2013 where music, interactive, and film merge. It documents the bands’ experiences leading up to one show at Hype Machine’s Hype Hotel on March 11, 2013.

The 50-minute film, also featuring performances from the bands during SXSW, will be released on August 25 free to fans on VEVO, a partner of the film. The trailer is available on FeedtheBeat.com.

“We saw an incredible opportunity to bring together two Feed the Beat artists—both who embody the definition of Live Más every day—with Sam Jones for an event in front of thousands of fans online and at SXSW 2013 to create ‘Hello Everywhere,’” says Brian Niccol, president of Taco Bell Corp. “Feed The Beat evolved from our friends’ and fans’ love of music, and Jones has done a tremendous job capturing behind-the-scenes footage and fan-made content to create an intriguing experience that tells the stories and passion it takes to reach your dreams.”

With tens of millions of followers on social media, Taco Bell understands the immediate and direct online access between brands and fans. This same connection exists between fans and bands, and inspired the film’s name and overall theme.

“The name of the film ‘Hello Everywhere’ takes the familiar local greeting from bands on stage and updates it for the socially connected world we live in, which is what the documentary uncovers through story after story from fans and Passion Pit and Wildcat! Wildcat!” Jones says. “The film will give fans and other up-and-coming artists a unique look at the evolving road to success bands experience in this new age of discovery for the music industry.”

DigitasLBi, Taco Bell's lead digital agency, is responsible for supporting digital and social media campaign components.

To support the rockumentary, Taco Bell will premiere a 30-second television spot during MTV’s Video Music Awards.