How to get 4,200 hipster artists to push your brand to their networks for just $15,000
I'm sorry to be cynical, but Pabst Blue Ribbon isn't even a brewery. It's a holding company of ghosts. Owned by an entrepreneur and a SF-based private equity firm, they contract the brewing of over two dozen brands of beer and malt liquor from now defunct breweries including Ballantine, Lone Star, Piels, Schaefer, Schlitz and Stroh.
In spite of their monied pedigree, they've become a favorite of hipster bars. To support this affiliation, every year since 2012 they've sponsored an annual Art Can Contest. "2020’s submissions saw another outpouring of creativity with over 4,200 entries spanning illustration, graphic design, cartoons and more. With 13 states and 18 cities represented in the Top 25, fans across the country have every reason to get involved and lend their voice to the decision making process by picking their favorite designs online.
"This year’s grand-prize winner will be announced on February 26 and awarded $10,000, and see their art covering over 30 million cans of Pabst Blue Ribbon in the Fall. Second and third place will receive prizes of $3,500 and $1,500."
Ahem. If I were the agent for these kids I'd never let them sell a 30 million international run of an original idea for $10,000. Let alone allow all promotional rights for the same measly fee. That is usury.
This week they announced the Top 25. The ideas are great. The exploitation in the name of cool is hard to take.
Article: Pabst Blue Ribbon Reveals Top 25 Finalists for Annual Art Can Contest