Taco Bell is teaming up with Twitter and filmmaker Sam Jones (Wilco’s “I Am Trying To Break Your Heart”) for a first-of-its-kind “Rockumentary,” “Feed The Beat: SXSW 2013,” at South By Southwest on March 11.
The project will feature performances by Passion Pit and Wildcat! Wildcat! and will be filmed by fans via handheld cameras during a concert at Hype Machine’s Hype Hotel. Taco Bell will also live-stream the show via multiple camera angles at FeedTheBeat.com, and Twitter will host content using videos uploaded onto its Vine platform as well as tweets using the #FeedTheBeat hashtag. The finished film will debut later this summer on FeedThe Beat.com.
The rockumentary will showcase the dual narrative of a breakout band (Passion Pit) and a band on the rise (Wildcat! Wildcat!) as part of Taco Bell’s Feed the Beat programs, which has supported musicians since 2005 through efforts like $500 in free food on the road and, more recently, in TV ad campaigns. In 2012 alone, Taco Bell aired 18 commercials featuring Feed the Beat bands including Dale Earnhardt Jr Jr., Little Hurricanes, the Gay Blades and others. When Passion Pit’s “Take A Walk” was featured during a synch that aired before MTV’s Video Music Awards, the song sold enough downloads to chart on the Billboard Hot 100, where it remained until the Hot 100’s Feb. 16 tally.