By Sahil Patel
MillerCoors’ beer brand Coors Light is teaming up with several major music media brands as part of a new marketing campaign to reach millennials with original video content and live events.
The venture is called Coors Light Axis, and the brand’s partners include Complex Media, Vevo, XXL, and Pandora.
With Complex Media, Coors Light is producing a series of documentary-style videos that will spotlight hip-hop artists Big Sean and Curren$y. Complex also plans to host performances with the artists in New York and New Orleans, as part of the partnership.
Big Sean will also be a featured in a long-running interview series on Vevo called “Ask:Reply,” which will have the host answering his fan’s questions. Additionally, Vevo will host a special “Go Show” surprise performance with Big Sean in his hometown of Detroit.
With hip-hop website XXL, Coors Light is developing another series of documentary videos, which will be hosted by DJ Drama and focus on “Cold Hard Facts” in hip-hop culture.
Hip-hop is not the only music genre that Coors Light Axis will focus on. Partnerships with Univision Radio’s Uforia (for Latin music), Atlanta-based Midtown Music Festival (for rock), and country music star Jason Aldean will bring forth various live concerts sponsored by the beer brand.