I am calling out Corb Lund. I don’t normally do this. I try to stay positive while still being honest. I don’t normally criticize an individual over a beer decision. But today I make an exception.
Yesterday an ad was released (or at least I first saw it) featuring alt-country/punk musician Corb Lund promoting Budweiser (you can see it here). Not just promoting Budweiser, but backing their new “Alberta Made” campaign. The ad has Lund talking about Alberta values while alternating shots of Alberta scenery and Budweiser placements flash across the screen. The climax has Lund on stage wearing a Bud t-shirt and flanked by huge “Alberta Made” banners. In his tweet promoting the ad he calls Bud “our cowboy beer”.
Lund wouldn’t be the first musician to shill for a big beer company, nor will he be the last. So why bring this up? Because it is a very unfortunate combination of branding that, I believe, doesn’t look good on Lund.
Lund has built his career on quirky, wry songs that simultaneously honour and send up rural culture. It has allowed him to create a unique cross-genre appeal. I first experienced Lund when he was in the Edmonton punk band The Smalls and have been a fan of his music ever since. I am not much of a country music fan, but Lund maintains a distinct punk ethos in his songs that appeals to me.
Which is why his decision to do this campaign is so disappointing. Lund is an independent artist who has spent his career scrapping and fighting for attention. He has nurtured a brand of being the underdog working hard to reach fans of good music.
Sound familiar? Yeah, sounds a lot like a small craft brewery.
That is why his endorsement of Bud is problematic.
Read more HERE