Taco Bell®, a subsidiary of Yum! Brands, Inc., a 2013 BCA 10: Best Businesses Partnering with the Arts in America honoree, has just created its first rockumentary. "Hello Everywhere," part of the company’s Feed the Beat initiative, was filmed this year at South by Southwest (SXSW), the annual music, film, and interactive conference and festival held in Austin, Texas.
The Feed The Beat program began in 2006 as an organic effort to help feed up-and-coming artists on tour by giving them Taco Bell gift cards.It has since expanded with innovative ways to leverage the brand's relationships with network partners and sponsorships, involving Taco Bell's strong online presence. Since its inception, Feed the Beat has supported more than 600 up-and-coming artists on tour. The brand continues to help its fans live más (sic) through exclusive opportunities that connect fans with bands and bands with fans, socially.
“Hello Everywhere” gives fans an exclusive behind-the-scenes look at the success stories of two artists—indie band Passion Pit and indie artist Wildcat! Wildcat! Fans will follow the artists in backstage access, cameras on the tour bus and intimate conversations, exploring how social media has impacted the musicians both in their discovery and the promotion of their music. The 50-minute film, also featuring other SXSW performers, will be released on August 25 to fans on VEVO, a partner on the film project, and later on Sony Pictures Television's digital entertainment network, Crackle. View the trailer below.
Taco Bell has tens of millions of followers on social media platforms (supported by DigitastLBi, Taco Bell’s lead digital agency) and recognizes the advantage this brings the brand in connecting with fans online—the same connection that exists between fans and bands. It was this connection that inspired the film’s name and 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!” comments film director Same Jones. “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.”
Congratulations to Yum! Brands Inc. and subsidiary Taco Bell for their arts partnerships that continue to make them among the best businesses partnering with the arts in America!
Feed the Beat will again open submissions in 2014; to be eligible, artists need to have a dedicated fan base, be on tour during the fall and have a dedicated web page. Additional details on Feed The Beat and a list of all current and alumni artists are available on FeedTheBeat.com.