The entire music industry is slowly becoming a simple extension of corporate marketing programs—but at least most companies are forced to pay a lot of money for their new pets. Taco Bell, though, has learned that it doesn't take that much to have an "indie" (Ha! Ho!) group cosign your company. The souls of musicians used to cost at least a bag of heroin; now, an entire band can be purchased for as little as a Chalupa value meal!
Taco Bell is doubling down on indie rock this fall by expanding the scope of its annual promotion that provides meals to touring bands. The fast-feeder's third iteration of "Feed the Beat" will feature twice as many bands and an online contest to record singles... The reward for Taco Bell comes when Gen-Y fans see the brand giving a hand to acts they care about. The chain is also taking the opportunity to promote its late-night menu, reasoning that touring bands are hungry after a show.
So 100 lucky indie bands get a $500 coupon to Taco Bell and the chance to put their MP3s on a Taco Bell website, thereby helping the fast food chain connect with those hard-to-reach Millenials! God that's sad. [Ad Age]