Taco Bell has kicked off the fourth installment of its Feed the Beat music program, which has rewarded 165 up-and-coming indie rock acts with free Fourthmeal gift cards.
This year, Taco Bell will again conduct a nationwide search for 100 bands and provide them with one month's supply of Fourthmeal coupons ($500 in $5 Taco Bell Bucks per band). Bands interested should visit the Feed the Beat Web site.
Taco Bell's support for the music program also includes increased exposure for the bands thanks to the company's integrated partnership with MTV. Taco Bell is a prominent sponsor of multiple Viacom properties, including the MTV Video Music Awards, MTV Movie Awards, VH1 Hip-Hop Honors and other music-oriented events.
"The 2009 MTV Video Music Awards" will serve as a centerpiece for this year's edition of Feed the Beat. The 2009 MTV VMAs will be held in New York City on Sept. 13 and will be shown live at 9:00 p.m. Eastern time. Taco Bell's band recruitment period has launched in conjunction with VMA weekend, Sept. 10-30.
Celebrating Taco Bell's open call for new bands, The 2009 VMAs and Taco Bell will present A Concert with Fefe Dobson and Cobra Starship at the Fillmore New York at Irving Plaza on Sept. 11 in New York City. Cobra Starship is a 2008 Feed the Beat band nominated for two VMAs including "Best Pop Video" and "Best Direction." The event will air on MTV throughout VMA weekend to help drive awareness for Taco Bell's 2009 Feed the Beat program.
Other events include:
- mtvU VJ hits will highlight Feed the Beat alumnus band The White Tie Affair
- Three special in-broadcast enhancements during the telecast of the VMAs will build Taco Bell's connection to music and awareness of their Feed the Beat program
- A lower-third graphic will appear during performances by the official VMA House Band Wale including special collaborations with Feed the Beat alumnus 3OH!3 and The All-American Rejects
