Kid Cudi Takes Over Beck's Beer Bottle
Each year, Beck's selects six artists, from different disciplines, to design original creative work to live on Beck's beer labels. Dedicated to supporting up-and-coming artistic talent, Beck's will display these designs on 13.2 million labels, amounting to 5.16 million square feet of canvas â more than eight times the square footage of the Museum of Modern Art in New York Actor and musician Kid Cudi Fashion designer and entrepreneur Marc Ecko Artist and musician Willis Earl Beal Multi-medium artists The Date Farmers Interactive digital duo TM Sisters Photographer William Hundley
"Beck's is known for its distinctive flavor and exacting brewing standards, and we have equally high standards for the artists we work with," said Adam Oakley
Beck's has selected the 2013 roster of artists because each reflects the independent streak that defines the brand. Despite having sold more than 4.6 million digital singles, Cudi has elected to distribute his own music through his own label. Ecko has refused to limit himself to a single creative category; he has grown a fashion company into a billion-dollar brand, launched a magazine and dedicated himself to philanthropy. Beal, Hundley, The Date Farmers and TM Sisters all followed their art to a position of prominence. Each continues to disregard boundaries and let their creative impulses lead them.
"It's especially engaging when art is unexpected â when it finds you when you're not looking for it," said Kid Cudi, Grammy-Award winning musician. "I want beer drinkers to pick up my bottle of Beck's and be surprised. I want them to think, explore and express themselves with their own art."
Over the 25 year history of the Beck's Art Labels program, more than 70 independent art labels have been created on more than 500 million bottles. Notable participants have included Andy Warhol, Jeff Koons, Damien Hirst and Yoko Ono.
In addition to Warhol, Koons, Hirst and Ono, Bruce McLean, Tracey Emin and Richard Long designs have adorned the green Beck's bottle. In 2012, rapper M.I.A. headlined the first Beck's Art Labels program in the U.S., alongside Geoff McFetridge.
"One reason so many artists are drawn to the program is its sheer scale," said Oakley. "We've opened up the largest stage for artists in the world."
In 2013, Beck's Art Labels designs are replicated on 13.2 million bottles in total. The label on a 12-oz bottle of Beck's, multiplied by 13.2 million, creates an immense artistic canvas, some 5.16 million square feet in total. It equates to nearly 95 acres of canvas, spanning more than 70 football fields.
Beck's has produced a video that captures the essence of each Art Labels artist and their creativity: YouTube.com/BecksBeer. Kid Cudi is a Grammy-Award winning, gold-selling musician and actor. Cudi is a leader of the urban alternative movement. His hit single "Day 'n' Nite" laid the groundwork for his major album debut.
Marc Ecko is an American fashion designer, entrepreneur and artist who believes creativity is more about the journey than the destination. His art label features a photograph of an original sculpture that illustrates his process: Unlock, un-label.
Willis Earl Beal is a musician, songwriter and visual artist who has lived a colorful life, filled with outsider art and a demand to be heard. His art label embodies his music: Understanding how an individual doesn't represent the whole. William Hundley is an emerging photographer and artist with an original style that captures surreal imagery through simple means. His art label features a dynamic photo that invokes a sense of wonder and encourages questions.
Date Farmers are an artist team that echoes Mexican-American heritage rooted in California Beck's is the most popular German beer brand in the world and a champion of independent thinking. All Beck's beers are brewed according to the German Purity Law of 1516 using only four natural ingredients.Â