[VIDEO] New Rihanna Documentary Half of Me Debuts Online
Posted by Joseph Lee on 09.17.2013
Sponsored by Budweiser...
Billboard reports that the Budweiser-sponsored documentary Half of Me, which focuses on Rihanna and her fans in the UK and US, has debuted online. This is the next documentary from Budweiser after Ron Howard's Made in America.It's part of the "Made for Music" series, which will debut tomorrow at BudweiserMusic.com. It was produced with the company's creative agency Translation, and directed by Phil Griffin.
Camilo Durana, global director of Budweiser Sports & Entertainment, said: "We look at Made For Music as celebrating creators that make a mark on pop culture. We recognize the incredible relationship Rihanna has with her fans, and it's no mistake or coincidence she's one of the most-followed people on the planet in terms of social media. That's because of the message she gives to fans about being themselves and being authentic and inspiring them to achieve their dreams. That's very much in line with where we are as a brand and the message we want to communicate through Made For Music."
The Made for Music campaign is part of a plan to expand Budweiser's prescence in international territory where the beer can be a premium lager or super premium in China and Asia Pacific. It's designed to give fans "unparalleled access" to their favorite artists and events. Jay Z was featured in a TV campaign in July directed by Mark Romanek.
Rihanna premiered the short on Sunday at a private event in Hong Kong, joined by 200 fans. She was given a jar full of messages through social media by the present of her China fan club. Budweiser sponsored her performances in Macao, Shanghai and Hong Kong as part of her Diamonds World Tour.
Budweiser parent company Anheuser-Busch is the largest sponsor of music festivals, events and tours, according to IEG. It has a $335.5 million expenditure for music in 2013. The company is hoping to become more of a promoter in its partnerships with Live Nation, including the 50-50-1 concert series on August 1 to the Made In America tour on Labor Day in Philadelphia, which had a ticket sale increase of 50%.