By Laura Medina
“MADE
UNDERGROUND”: The X Ambassadors, Camilo Durana, Alex Da Kid, & Jamie N. Commons.
It's been an Interscope Records kinda of week. The night before, the newest and latest Interscope artist and the latest American Idol winner, Caleb Johnson performed an heartfelt set at the Santa Monica Place Mall while promoting his release, "Testify."
The next night and way further up Malibu, on the the other end of the Pacific Coast Highway, Interscope Records teamed up with Budweiser to debut (this Summer has been the Season of Debuts) a new crop of fresh talent in an intimate setting inside a private Malibu Beach residence for Budweiser's "Made Underground" Series, a six-parts series of signed musicians giving the hands up to their unsigned contemporaries.
As a part of it's "Made for Music" Campaign, Budweiser acts a fairy godmother (with the X Ambassadors' and Jamie N. Commons' help), searching, hunting, spotting, and gathering the world's best street musicians (otherwise known as "buskers"), giving them the opportunity to recording studios, engineers, and producers and the settings and the concerts to promote their talents to the greater public, hence "Made Underground."
The MADE Underground series, produced by Noisey,
VICE's music channel, Budweiser and Alex Da Kid, will follow Jamie N Commons, a British folk musician and Brooklyn-based
four-piece band, X Ambassadors, as they hit the streets and subways of
London, Rio de Janeiro, New York and Philadelphia to find these talented, unsung
geniuses of global music. They, in collaboration with Budweiser, will bring
together the passion and talent of underground performers from around the world
to convene an all-star symphony of diverse street sounds from these world
capitals.
Eventually, this global super band of buskers will make their debut at Jay-Z's/Budweiser's "Made In America" two-days music festival, personally curated by Jay-Z in Downtown Los Angeles from Auguste the 30th to the 31st.
This intimate set of Jamie N. Commons singing with the X Ambassadors was just a teasing taste of what to come for Budweiser's/Jay-Z's "Made in America" Festival.
Alex Da Kid, founder and label head of KIDinaKORNER
Records
Alex Da Kid, founder and label head of KIDinaKORNER
Records where both X Ambassadors and Jamie N Commons are signed, will co-direct
the series and produce and guide the busker band through the remaking of the
track exclusively for MADE Underground. The hand-picked band will re-record a
special version of the artists’ electrifying summer anthem entitled “Jungle”,
which has already received a remix from JAY Z.
"It’s important for me and Budweiser on this Made Underground
program. I was very intrigued by street
performers and busking life, looking at different aspects, maybe in how it relates
to professional recording and what’s the difference is and understanding the nuances of it. I’m so interested in it. With
Budweiser, I think it’s a cool thing."
"I’m most excited about with the buskers on “Jungle” because
I feel like we can take something old then make it something new and unique and
changing the instrumentation of it, the vocals.
It’s the new thing. Impact on
different platforms. It’s interesting to
know how “Jungle” will come together with the buskers. People who haven’t been in the studio that
much. It’ll be a good thing because it’ll
be interesting to do things in a certain way."
Camilo
Durana, Global Director, Budweiser Sports and Entertainment.
“Music’s ability to inspire millions of people
around the world everyday can come from unknown but passionate artists like
these street musicians as easily as it can from global icons like JAY Z and
Rihanna. We’re proud to celebrate that this year by giving fans access to all
levels of artists dedicated to pursuing their craft with passion and creativity,”
said Camilo Durana, Global Director,
Budweiser Sports and Entertainment.
"Made Underground is Budweiser’s Made For Music Campaign
which we rolled out in 85 countries.
The campaign is really about bringing the audience closer to
the artist, inspiring them in the creative process, featuring the likes of
Jay-Z, Rhianna, and artists around the world."
"Underground is really a story to tell that process to bring
people closer, a beautiful narrative really, authentic and real in a beautiful context."
"What we love about Alex, Jamie, and the X Ambassadors, they’re
collaborative spirit, to come together and put together to put an incredible
track on “Jungle” that’s been very successful.
Part of Made Underground was also collaborating with more people,
seeking out those undiscovered talents in the subways of the world and bringing
them to collaborate even further on the tracks, working with them on their
creative spirits. Enthusiasm and
collaboration, for the track, were a great fit.
Then, you look at the actual track of “Jungle” and it’s inspiration. Basically, the source from the song was in
New York City and to be told was a nice thing to do."
"First, making the part of this, hearing them in the context, looking at the
six episodes. They’re essential points as
Sam and Jamie and the X Ambassadors travel the world. The main focal point are the buskers, their
talents and their day-to-day. So, we’re
gonna highlight them then we’re going to bring them to Los Angeles. We’re gonna re-record the new version of “Jungle”
with these buskers. We’re actually going
to have them perform live at the Budweiser “Made In America” concert on August
30th"
“Made In” Music is about bringing people together and the
artist that inspires them.
Different people around the world are inspired
by different things. The likes of Jay-Z
and Rhianna. That certainly inspired
people around the world. But, there are
people who relate better to those who are still struggling around the world who
are trying to make it. For us, it’s
important to show that full-spectrum and look at that creative process in the
life of musicians in the full-spectrum from the people who are world icons to
folks who are just starting their journey."
Jamie N. Commons
“As a street musician from London, I am so excited
to be a part of Budweiser’s MADE Underground,” said Jamie N Commons. “There is
so much talent in the most unexpected places and through the series we will all
help to shed light on some of the most genius musicians from across the globe
to re-create an awesome track and deliver what promises to be an amazing performance
at Budweiser Made in America Festival.”
"I’m really looking forward to meeting up with the buskers
and getting this track together then seeing how the single will turn out then
onto playing the Made In America Fest."
X Ambassadors with lead singer, Sam Harris, singing "Jungle."
https://www.youtube.com/watch?v=CzdowO7-8iI
https://www.youtube.com/watch?v=CzdowO7-8iI
Enjoying Malibu Beach and the Malibu Dream with Jamie N. Commons, the X Ambassadors with lead singer, Sam Harris commented on helping make street musicians' dreams come true and what they face making a living as "buskers."
“Living in New York, it's hard to miss the
amazing talent around every corner which is why I am so thrilled to
work with Budweiser's MADE Underground to showcase the
truly brilliant street performers throughout the world and highlight
the energy they bring to our city life," said Sam Harris of X
Ambassadors.
"Working with Jamie and Budweiser, going all over the place,
looking for musicians was incredible."
"We started off in London which is a place we spend a lot of
time in. We really never gotten the
chance, I really didn’t know that there is really a busking scene there; and we
got to find out a little bit more about how those musicians operate under the
circumstances in all of the cities.
Busking is very heavily regulated in all the cities we’ve been in, in
Rio, in Philly, in New York, in London. In New York, it’s a free-for-all. But yeah, you know, are all these guys who have to deal with, you
know, the cops arresting you, kicking you out of your spot and trying to make a
living and do what they love and survive. It’s like really interesting to see,
to find out a lot more. On a more personal level, it’s interesting to see what
it means to be a busker, a street musician."
"The other thing that I like, I mean, what we all love about
the Budweiser “Made Underground “ Campaign is the fact that we get to continue
this collaboration that started with “Jungle.” Us collaborating with Jamie. First, us collaborating with Alex Da Kid, our
producer then collaborating with Jamie and then collaborating with Jay-Z, was a
dream come true for all of us; and we get to keep this going, keep the ball rolling
and bring in all these musicians together from all over the world in this song. It feels like it’s totally completely outside
of us now which is very, very cool. "
The MADE Underground series trailer, London episode
and NY episode is available now at www.budweisermusic.com.
Further episodes will be available in the coming weeks. The series will then feature
two episodes around the band’s first rehearsal in LA and then finally their
performance at the 2014 Budweiser Made in America Festival, which will both be
available post festival.
The 2014
Budweiser Made in America Festival, curated by JAY Z in support of the
United Way, will continue to play a major role in the global Budweiser Made for
Music platform. It will once again celebrate the artists, makers and creators
that leave an indelible mark on pop culture and the spirit that drives them to
greatness, bringing the inspirational power of music to millions of fans around
the world. Budweiser’s global MADE Underground “busker band” will join in
celebrating music’s unique power and influence in bringing people together.
Once again, MADE for Music will bring fans closer
to Rihanna through a series of collaborations to be announced later this year. Additionally,
the 2014 MADE for Music initiative will be supported by a global campaign
featuring JAY Z and Rihanna running across more than 85 countries around the
world where fans can enjoy a Budweiser. It will integrate refreshed OOH, print,
MADE for Music packaging and content available on budweisermusic.com. Budweiser
will also bring live music experiences to fans around the world through over 150
live music events, including MADE In parties across the United States,
Budweiser Storm EDM events throughout China and the Budweiser Made in America
simultaneous festivals in Philadelphia and Los Angeles on August 30 and 31,
2014.
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