Coors Light has launched a record label. It’s called Coors Light Records and its completely fake. The idea by Rethink Toronto, supports the brand’s sponsorship of the OSHEAGA Music & Arts Festival, one of Canada’s biggest music festivals, and the fake label will give one lucky Coors Light fan will get the rockstar treatment there.

Why a fake label. Well, firstly Coors Light wanted to partner with a headlining artist of the festival to launch its new Chill on Shuffle music platform this year, but beer brands are not allowed to partner with artists or celebrities in Canada.

Secondly, getting signed is just as fake as the record label itself, so there’s no talent required. Everyone has an equal chance of getting signed, making Coors Light Records the chillest record label ever and sliding right in with the brand’s new music platform.

The serious rockstar status perks of being signed include exclusive access at OSHEAGA including daily side stage access, a backstage tour and seriously chill perks with a Defender Platinum ticket; an exclusive meet-and-greet with Shaboozey; OSHEAGA afterparty access; celebrity-level treatment such as first class travel and accommodations; a photoshoot on-site with professional hair and makeup; a visit to OSHEAGA Artist World, the backstage hangout for headliners and performers; and a personal rider kit with tons of Coors Light swag.

Canadians, for a chance to be Coors Light Record’s first-ever fake signed artist, go to coorslightrecords.ca between July 10 & 23.

Credits:
Client: Coors Light
Creative Agency: Rethink
Media: Publicis Connect
Production Company OPC
Director: Max Sherman
Post Production & VFX: Feather VFX
Editing: Saints Editorial 
Music & Sond: Eggplant Music and Sound
PR: Rethink PR
Influencer Partnerships: Zeno Group
Animation: Chrome and Lightning
Photography: Norman Wong

About that music platform: