It’s always interesting to see beverage companies using artistic and cultural endeavors to promote something as simple as a drink. Like Red Bull, for example, who runs the Red Bull Music Academy and sponsors gallery showings, concerts and stunt events. Beck’s Beer has taken a similar route by commissioning artists for a series of music-inspired pieces, derived from albums on Pitchfork’s “Albums of The Decade” lists. They’re collecting the pieces on a Flickr account.
For example, McBess’s piece (top) is inspired by TV On The Radio’s album Return To Cookie Mountain. Kid Acne’s piece (above) is inspired by The Beastie Boy’s Paul’s Boutique. And Si Scott’s (below) is inspired by Interpol’s Turn On The Bright Lights. Each piece has it’s own set which includes a few images of process work as well.
One aspect of the project I especially like is the Flickr pool they’ve created so that other artists can participate. So while I’m sure this project is very much in the name of advertising a brand, it is a great idea.