M.I.A. Beck's

M.I.A. Brews Beck’s New Label

Musicians branding themselves on the same libations consumed by their listeners got a little more interesting when Beck’s got in on the game with M.I.A. “Live beyond labels” is the mantra driving the campaign, that started with Karl Lagerfeld, and Jean Paul Gaultier. Even if the bottle’s new look doesn’t make you do frog leaps to the bar, M.I.A.’s choice to give Beck’s a facelift is a little more thoughtful than you’d expect from just another music x art collaboration. She says:

“It’s a cell. It’s not defined by money or by boundaries and identity, defined by geography. It gives everybody the same amount of power to have the power of thought. To me as an artist, all I know, is that the opportunity to create art and put it out there in the world — whether it’s on a Beck’s bottle or you’re hanging up in a gallery — there’s a responsibility that goes with it. Everyone has the power to think in the best way possible. Hopefully it inspires people to be the best way possible.”

In the midst of her description of the artwork, there’s a line sheet that shows some familiar designs that have been part of the branding seen on the cover of her “Bad Girls” single. She’s smartly connecting her music with the visuals seen on the covers for her music, to her current Twitter handle. The choice of this cell blending a yin and yang, mixed with abstract imagery and her namesake, is making her the center of attention, sans controversy. Look at how she’s incorporated the cell elsewhere below.

Vicki Leekx M_I_A

M.I.A. Kala Cover

M.I.A. Bad Girls Cover Art

M.I.A. Bad Girls Alt Cover Art


M.I.A. cell Becks


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