Coors Light is rewriting the rules of music marketing this summer with the launch of Coors Light Records — a completely fake record label created to give one lucky fan the full rockstar treatment at OSHEAGA Music & Arts Festival, one of Canada’s most iconic music events.
As an official OSHEAGA sponsor since 2007, Coors Light wanted to team up with a headlining artist this year to launch its new Chill on Shuffle music platform. However, Canadian regulations prohibit alcohol brands from partnering directly with artists or celebrities.
The solution? Invent a fake label and "sign" a regular Coors Light fan as its first-ever “artist.” The reward: a once-in-a-lifetime weekend with access typically reserved for the biggest names in music.
And the best part? No talent is required. Whether you’re tone-deaf or a karaoke queen, everyone has an equal shot at getting "signed" by the chillest label that never existed.
The chosen “artist” will enjoy true rockstar perks, including:
- VIP access to OSHEAGA with daily side-stage passes and backstage tours
- A private meet-and-greet with Shaboozey
- Access to exclusive afterparties
- First-class travel and accommodations
- A professional on-site photo shoot with hair and makeup
- A visit to Artist World, the exclusive backstage area for headliners
- A personal rider kit filled with Coors Light swag
“This year, we’re thrilled to launch Chill on Shuffle, our new multi-year music platform that’s all about shaking up how we experience live music,” said Leslie Malcolm, vice president of marketing at Molson Coors. “And what better way to shuffle things up than by turning a regular fan into an artist for a weekend?”
The campaign was created by Rethink, produced by OPC, and directed by Max Sherman. Publicis Connect managed the media, Zeno Group handled influencer partnerships, while post-production was led by Feather VFX. Photography was shot by Norman Wong.
Nick Farkas, senior vice president of bookings at OSHEAGA, added: “OSHEAGA and Coors Light have been proud partners since 2007. Thanks to Coors Light Records, one lucky winner will get to experience the festival like a real artist.”
Fans can enter between July 10 and 23 at coorslightrecords.ca for a chance to live the ultimate off-key rockstar weekend — no talent required, just the right vibe.
