Industry News | August 23, 2010

Taco Bell Will Once Again Feed the Beat for Musicians

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After four successful years and rewarding more than 265 up-and-coming bands, Taco Bell announced the return of its Feed the Beat program for a fifth year.

This year, Taco Bell continues to search for bands “outside the bun” in the music industry to provide them with free Fourthmeal—the late-night meal between dinner and breakfast—to fuel bands on tour while also bringing bands opportunities to gain exposure for their music. Taco Bell will again conduct a nationwide search for 100 bands and provide them with one month’s supply of Fourthmeal ($500 in $5 Taco Bell Bucks per band). With no need to stand in line, “auditions” for Feed the Beat launch August 23 and continue until September 17. Interested bands can visit http://www.feedthebeat.com/signup/ for more information.

Taco Bell’s Feed the Beat program is not just about satisfying late night hunger for bands. It also serves up opportunities to help bands get noticed through Taco Bell’s influential sponsorships and marketing platforms. Taco Bell will continue to build awareness for the program through its integrated partnership with MTV, which has included some Feed the Beat bands performing with the House Band at the 2009 Video Music Awards (VMAs) that was seen by nearly 27 million viewers.

“Music plays a massive part in our customers’ lives as both entertainment and self-expression. At Taco Bell, we understand the importance of music and how our customers see the relationship between music and the Taco Bell brand,” says David Ovens, chief marketing officer of Taco Bell Corp. “Through the Feed the Beat program, we help support up-and-coming bands and artists who are working hard toward their big break in a challenging industry, so whatever help we can offer, whether it’s with free Fourthmeal or helping get them valuable broadcast exposure, we want to show our support and encouragement. Taco Bell is looking for new ways to promote the music community and bring that relationship to our customers for all to enjoy.”

Feed the Beat alumni bands include some of the most exciting acts today, including Cobra Starship, 3OH!3, The Gaslight Anthem, Manchester Orchestra, Underoath, Blitzen Trapper, The Academy Is…, Girl Talk, A Place to Bury Strangers, Hit The Lights, Say Anything, Shadows Fall, Delta Spirit, The Devil Wears Prada, The White Tie Affair, and more.