02 October 2016
New York, NY (October 2, 2016) – As part of Bud Light’s ongoing efforts to bring people together, the number one beer in America is partnering with global superstar, Lady Gaga, to give fans a first listen of her new album “Joanne.” The partnership will come to life through the Bud Light x Lady Gaga Dive Bar Tour, a unique experience where fans will witness small, one-of-a-kind performances of her new album.
Instead of playing huge arenas, Lady Gaga will be playing at intimate dive bars, as a nod to the “raw Americana” vibe of the new album and where the singer got her start.
“My first performances were in dive bars in New York City & around the country, so working with Bud Light to go back to my roots to perform songs from my new album “Joanne” is such an exciting way to connect with my fans and share this music with them for the first time,” said Lady Gaga.
Fans will also get a sneak peek to select, highly-anticipated tracks off “Joanne” in four TV spots airing on national broadcast outlets in October. Additionally, for two full days on Oct. 5 and 6, Bud Light’s social channels will be the only destination to watch Lady Gaga perform her newest track, “Million Reasons.”
“Bud Light is always looking for unique ways of connecting with fans. Providing fans access to an artist like Lady Gaga and getting to see her perform in a small venue is a once-in-a-lifetime experience,” said Alex Lambrecht, vice president, Bud Light. “We look forward to being the brand that can surprise – and unite – fans across the country over her music.”
The Bud Light x Lady Gaga Dive Bar Tour will kick-off on Wednesday, Oct 5, 2016 where Lady Gaga will perform her two new hit singles — “Perfect Illusion” – and for the first time, “Million Reasons” to an intimate crowd. To bring her new album to the masses, the performance will be live streamed on Bud Light’s Facebook page.
More details on the locations and times of the performances will be announced on Bud Light’s social channels in the coming weeks. Additional tour dates include:
- Thursday, Oct 20, 2016
- Thursday, Oct 27, 2016
To truly bring music to all, Bud Light is teaming up with Not Impossible Labs to create even more access to Lady Gaga’s new music through wearable technology. The technology will enhance the experience by allowing fans of the Deaf community to really feel Lady Gaga’s music while watching an interpreter sign the lyrics to the performance.
“Music is about inclusion.” said Not Impossible Founder and previous Grammy Award Nominee Mick Ebeling, adding, “We are not trying to help the deaf hear music the way a hearing person hears music. Instead, we’ve created a new universal language for us all to experience music equally.”
20 Oct Update:
Thursday, October 20: Consider it a homecoming over a decade in the making.
After kicking-off the Bud Light x Lady Gaga Dive Bar Tour earlier this month inNashville, Tenn., Gaga made her return to the intimate settings of downtown Manhattan dive bars where her career first began.
During the second stop of her three-city tour, Gaga took over a dive bar located on Bleecker St. in downtown New York and previewed the anticipated single “Joanne” — the title track off her newest album. With lyrics that honor the singer’s late aunt, the crowd listened intently as she shared personal stories from the song’s inception to the naming of the album. “Joanne” was preceded by “Diamond Heart” and “A-Yo” then followed by “Millions Reason,” “Grigio Girls” and a new collaboration with Mark Ronson, “Another Day.”
As a special gift to her hometown Monsters, Gaga and Ronson put on a second performance for fans unable to make it inside once the bar hit capacity. On the balcony above Bleecker Street, Gaga performed an after show acoustic set to an adoring home crowd gathered on the street below. She waved goodnight and tipped her signature pink Joanne hat to an adoring impromptu crowd with tears in her eyes as a perfect New York fall evening came to a close.
If you’re looking to relive the NYC performance, or if you were unable to make the show, visit the Bud Light Facebook page to stream the event. Be sure to pick up her new album, “Joanne,” available everywhere today, October 21.
The next and final Bud Light x Lady Gaga Dive Bar Tour performance will be on Thursday, October 27 at a to be disclosed location. Join the conversation at #DiveBarTour and follow @BudLight on Twitter, Instagram and Facebook for more details.