10.Bud Light Diver Bar Tour
︎Back Next︎

Dive bars
are dirty, dingy,
and destroyed.

(Which is why they're F&%$#@!^ AWESOME!)

➠ // COAST TO COAST TOUR/LIVE MUSIC VIDEO/EXPERIENTIAL
Agency: VICE/Virtue

We took four A-list artists wayyyy back to where they started: worn out American dive bars.

No arenas, no pyrotechnics, no auto tune, no rules.

The ensuing cross country tour spanned the back half of 2019, boasting some of the most intimate performances, rad merchandise, and all around good times these hole-in-the-walls have ever seen.

Bringing It Back //

No matter how big our artists became, they never forgot their dive days. It's where they cut their teeth and found their sound. We wanted that "retrospective" feeling of nostalgia to come across visually and viscerally through every piece of the campaign.

To ensure the right vibes, we soaked all of our deliverables in a rough-and-ready, vintage inspired aesthetic and shot on + mixed in 8mm film^↑

Getting The Right Reactions //

Natural and authentic tonality was a must. So, we prompted truly unrehearsed and candid responses from our artists by creating custom photo albums full of unreleased pictures they hadn't seen for years, provided by their management. Here is Judah and the Lion's. I had to get craftyyy...

SHOWTIME! 🍻🎸🚬✨😎🎤🔥🔊

First Leg //

Fran’s Eastside Nashville, TN ︎︎︎ Larimer Lounge Denver, CO The self coined "Folk-hop-and-roll" punks busted the doors wide open on the first leg of the tour with their unmatched energy and crowd surfing antics.

Press ︎ 303 - PR Newswire - Ultra 5280 ︎

Second Leg //

Annheuser Busch HQ St. Louis, MO ︎︎︎ Off Broadway St. Louis, MO Next up, the heart throb of the heart land revisited the dive he frequented during his formative years for the first time in two decades.

Press ︎ Taste of Country - Review STL - Stage Right Secret ︎

Third Leg //

Annheuser Busch HQ NYC, NY ︎︎︎ Cafe Du Nord San Fransisco, CA Next, we teamed up with GLAAD and put on the proudest pride show ever for the 50th anniversary of Stonewall with LGBTQIA artist FLETCHER. We also created limited edition custom aluminum rainbow Pride bottles unique to this show.

Press ︎ Billboard - Glitter Magazine - Knockturnal ︎

Last Leg //

Annheuser Busch HQ NYC, NY ︎︎︎ Cutting Room NYC, NY Bringing down the house (and the final curtain) to our tour was America's sweetheart, Post Malone. He wanted to drop his album release date and first ever live performance of his newest single "Circles" at his dive bar show. We also launched an extremely limited merch release that sold out faster than the last Bud Light at final call. Oh yeah and Sublime was there...... wut😵🔥

Press ︎ Vogue - Billboard - Complex ︎