Less than 24 hours after releasing interactive art on image-tagging startup Stipple's website for his forthcoming album, The 20/20 Experience, Justin Timberlake has been appointed as Bud Light Platinum's new creative director.
"Justin Timberlake is one of the greatest creative minds in the entertainment industry, and his insights will help us further define Bud Light Platinum's identity in the lifestyle space," Paul Chibe, VP of Anheuser-Busch's U.S. marketing, said in a statement.
[More from Mashable: Justin Timberlake Releases Album Art on Image-Tagging Startup Stipple]
"Partnering with Justin as he makes his return to music brings a new level of relevance and credibility to the brand."
The company says Timberlake will bring "creative, musical and cultural curation for the brand." His first public appearance as the beer brand's creative director will happen Feb. 10, when a 60-second "Platinum Night" ad featuring Timberlake's new "Suit & Tie" song airs during the 55th Grammy Awards. Bud Light Platinum is teaming up with Steve Stoute's advertising agency, Translation, to help Timberlake in his creative director role. Timberlake plans to leverage other musicians in the creative process.
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Timberlake has employed unusual methods, particularly his clout in the social media industry, to promote his latest musical endeavors. Just last night, he used a startup he invests in to reveal the album art and track listing for his upcoming album. He previously used Myspace, which he took part ownership stake in in 2011, to promote "Suit & Tie."
Whether Timberlake plans to leverage Myspace or Stipple for Bud Light Platinum is unknown. What is known is that more brands are hiring musicians to bolster their brand identities. Most recently, BlackBerry named Alicia Keys as its global creative director.
Image via Christopher Polk/Getty Images for DirecTV
This story originally published on Mashable here.
- Arts & Entertainment
- Justin Timberlake