From Blogto:
How exactly founders Matt Johnston and Bob Russell are attempting to do this is by featuring the work of emerging artists on the labels of their beers.
Series one of their beer/arts collaboration will be plastered on their first beverage, Rhyme & Reason Extra Pale Ale, a 5.7% ABV American IPA flavoured with Citra, Centennial, Chinook and Simcoe hops. This first series will feature 90 artists on 90 different labels and includes visual art, short film, animation, and music videos.
How do you get a music video on a beer label?
Well the founders of Collective Arts have partnered with Blippar, a smart phone app that will recognize the art on the label and take you to the corresponding video or information about the artists.
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