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AND THE "BEAT" GOES ON: TACO BELL® FEED THE BEAT® HITS THE STAGE FOR ITS FIFTH CONSECUTIVE YEAR

 

Call to Entry Reopens for Bands That Love Taco Bell to Feed Their Hunger

IRVINE, CALIF., Sept. 9, 2010 – Today's hottest artists are waiting to see if they will win at the 2010 MTV Video Music Awards -- but Taco Bell® is already scouting for future potential recipients of the network's coveted moonman statue. As sponsor of both the MTV VMAs Friday night concert and the VMAs House Artist in-show moments, featuring deadmau5, Taco Bell's Feed the Beat® program makes an encore appearance at MTV's biggest weekend of the year to serve up-and-coming bands both tacos and increased exposure.

Feed the Beat artist Never Shout Never, along with Jason Derulo, will heat up the stage at the MTV VMAs Friday night concert on Friday, Sept. 10. The "2010 MTV VMAs Present: A Concert with Jason Derulo and Never Shout Never," brought to you by Taco Bell and Feed the Beat, and fed by the Taco Bell Truck onsite, will be held at The Music Box in Los Angeles to kick-off a music-filled weekend. Taco Bell and MTV successfully paired up last year for a weekend concert in New York City where Feed the Beat artist Cobra Starship took the stage to celebrate their 2009 VMA nominations for their hit single "Good Girls Go Bad." Gabe Saporta and Ryland Blackinton from Cobra Starship will be returning again this year, partnering with Taco Bell to DJ and host the concert.

But the party doesn't stop on Friday night. Viewers can see Jason Derulo, as well as Feed the Beat friend Travie McCoy, perform alongside House Artist deadmau5 by tuning in to the MTV VMAs on Sunday, Sept. 12. They can also catch Feed the Beat artist 3OH!3, as they await the results of their 2010 nomination for Best Collaboration.

From its roots as a simple effort to feed up-and-coming alternative rock bands while on tour, Taco Bell's Feed the Beat program has evolved into a multi-faceted support system for up-and-coming artists. Its primary expansion has been by leveraging Taco Bell's influential sponsorships and marketing platforms. Taco Bell has worked with ESPN to feature Feed the Beat bands as the soundtrack for in-broadcast highlights for its annual extreme sports competitions, and is now building on this exposure opportunity through live performances during MTV VMAs weekend.

In spring 2010, Taco Bell sponsored the PureVolume House at Austin's biggest music festival, featuring multiple Feed the Beat artists, hosting an all-ages "Feed the Beat" afternoon show, and giving out free food throughout the day and night. It was a tremendous hit late-night, when all other concessions had closed down and attendees were craving their Fourthmeal. Taco Bell also helped support Travie McCoy's latest single "Billionaire" through free download cards available at surrounding store locations.

Taco Bell has promoted Feed the Beat bands, from producing singles for the 2009 "Best of the Beat" winners Hit the Lights, Thousand Foot Krutch and Fireflight, to now providing some limited tour support for Feed the Beat artists. The Taco Bell Truck, in its nationwide travels, stops at music festivals along tour to feed bands and hungry fans, and even starred in a 2010 music video for New Found Glory.

The fifth-consecutive Feed the Beat program is currently accepting applications and plans to deliver more breakthrough bands than ever before via the brand's influential sponsorships and marketing platforms. Taco Bell will carry on its commitment to keep selected bands energized on tour with free Fourthmeal ($500 in $5 Taco Bell Bucks per band) - the late-night meal between dinner and breakfast. The program's centerpiece is "great music, free food, no strings attached." All program extensions are cooperative and created with bands full endorsement.

"We are inspired by the success of Feed the Beat over these past five years, as well as witnessing the amazing growth of bands achieving ‘rock star' status and even nominations for VMAs," said David Ovens, Chief Marketing Officer, Taco Bell Corp. "We truly respect that these artists have big dreams and we hope that Taco Bell's support can play a role in these dreams coming true. We will continue to deliver influential exposure to help up-and-coming artists and bands, while always remembering that we couldn't do any of this without the continued love and support these bands show toward the Taco Bell brand and family."

The collaboration between Taco Bell and MTV leading up the 2010 VMAs began with the 2010 mtvU VMA Tour at Six Flags, which brought concerts and activities to music fans at select Six Flags locations across the nation. Taco Bell Feed the Beat artists The Ready Set and Never Shout Never delivered knock out performances while fans enjoyed free tacos from the Taco Bell Truck after concerts. Extending Taco Bell's connection to DJs with the VMA House Artist, an onsite "DJ Scratch Academy" booth also gave fans the chance to learn how to spin like a DJ and receive a CD of their own "up-and-coming" recordings. The first 200 participants at each location received Taco Bell Bucks to satisfy their hunger after work at the spin tables.

Bands touring this fall who love Taco Bell and want to be involved in the Feed the Beat program can apply by filling out an online submission form now through Friday, Sept. 17, at http://www.feedthebeat.com/signup/. Feed the Beat bands will be announced on Tuesday, Sept. 28, with the re-launch of http://www.feedthebeat.com/. Eligible bands need to have a dedicated fan base, be on tour during the fall and have either a band Web page or MySpace page. For more information and a copy of the official rules, bands can check out http://www.feedthebeat.com/signup/ for the entire band submission criteria and guidelines. There is no fee to enter the contest. Registration opened Aug. 23, 2010 at 12:00:01 p.m. (PT) and ends Sept.17, 2010, at 11:59:59 p.m. (PT). Band members must be 18 years or older to enter and located in the 50 United States or District of Columbia. Void where prohibited.

Feed the Beat alumni bands include some of the most exciting acts today, including 2009 MTV VMA nominee Cobra Starship, 3OH!3, The Gaslight Anthem, Manchester Orchestra, Underoath, Blitzen Trapper, The Academy Is…, Girl Talk, A Place to Bury Strangers, Hit The Lights, Say Anything, Shadows Fall, Delta Spirit, The Devil Wears Prada, The White Tie Affair and more. Head to www.feedthebeat.com to see the full list of alumni bands and follow along with their involvement in the program on Twitter @FeedtheBeat.

About Taco Bell Corp.
Taco Bell Corp. ("Taco Bell"), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the 79-89-99 Why Pay More!® Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.


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