Launched in 2006, the Feed the Beat program has supported emerging musical artists for nearly 20 years. The program helps musicians on the road by providing Taco Bell gift cards and care packages, merchandise, and exclusive swag — fueling their journeys both literally and creatively. The idea is simple — if you love Taco Bell, we’ll pick up the tab so you can focus on your music.
“Touring artists would finish a show, pile into a van, and hunt for the nearest Taco Bell — no matter their diet or schedule. Feed the Beat became part of that late-night tour life, offering a sense of connection. Artists knew Taco Bell wasn’t just another brand — it was a fan, a partner, and a believer in their journey.” - Jon L., Co-Founder & CEO – The Syndicate (Taco Bell’s music agency).
Each year, we refresh the lineup with a new class of diverse artists spanning genres from country and EDM to rap and indie rock. Some notable artists include Doja Cat, Noah Kahan and Portugal. The Man. The program also provides the opportunity for artists to perform at Taco Bell occasions too. (We’ve even had a Taco Bell Team Member as part of the alumni! Check out Lauren Sanderson).
“Feed the Beat artists often perform at events like Live Más Live and the Taco Bell x Bad Birdie Invitational as well as at the Taco Bell HQ, serving as DJs or featured performers. Our program also provides opportunities for artists to gain exposure through Taco Bell commercials, digital platforms, and collaborations — amplifying their reach to new audiences,” said Cheyenne C., Energy Entertainment & Events at Taco Bell Corp.
Another way the program amplifies amazing talent is through Tuesday Drops and the Feed the Beat Record Club on the Taco Bell app, where artists get to create a custom vinyl that’s shared with fans. These are just a few ways Feed the Beat connects fans and artists through music.
But it doesn’t stop there — the program also champions inclusivity, opening doors for artists from all backgrounds to share their unique sound and story. This supports our brand principle of Inviting Inclusivity: Bringing Más perspectives to the table.
Jon said, "For many international artists, Taco Bell is something new. They discover it while touring in America and instantly want to be part of Feed the Beat. Now, as the program expands globally, we’re watching people experience that same emotional connection in real time. It’s about finding artists from different countries, giving them access to the brand, and helping them bring that energy back home. Whether it’s their first gig or their biggest stage yet, Taco Bell becomes part of their story.”
That global lens has led to some powerful cross-cultural moments, blending cultures, and bringing different types of music to fans around the world.
“We had a Feed the Beat artist from Mexico City, ROZ, whose song went viral in Spain. So, we used their track in a Taco Bell commercial there, shining a light on that artist outside their home country. With this program, we make space for culture — but also contribute to it. It’s about giving more people exposure to new sounds, because music and food truly have no barriers,” said Adrian M., Energy Entertainment & Events at Taco Bell Corp.
We can’t wait to see how Feed the Beat continues to be a space for creativity and new perspectives as it grows. Stay tuned for more!