M.I.A. brews Beck's new label


If you like M.I.A., beer, and the freedom of artistic expression and interpretation - then Beck's new project will tickle your taste buds.

The project thought up by the German brewery, Living Beyond Labels, includes six different artists of various medias from across the world and their signature label designs for the collection.  Other artists include Aerosyn-Lex, a New York calligrapher, Freegums, a Miami based designer, Chicago installation artist and sculpter Willy Chyr, and two artists from Los Angeles, graphic designer Geoff McFetridge and performer Bert Rodriguez. 

A quote from their website describes Beck's mission: "Since 1987, Beck’s has supported contemporary artists by inviting them to use our beer labels as a blank canvas. Why? Because we believe in supporting independent thinkers. And the world can always use more art and less labels."

M.I.A. took this opportunity to define herself as an artist on a deeper and more broad level, as per usual.  In her interview, she delves into the creation of her label and how the metaphorical circle that she often uses in her designs stands for who she is and what she hopes will result from her creativity.  "The circle represents: it's a cell, it's a frequency that anyone can tap into.  It's not defined by money, by boundaries, and identity - that it's defined by geography.  It gives everybody the same amount of power to have the power of thought."

Living Beyond Labels was created to destroy the wall of limitations and show that each individual has the ability to create and exist even higher and stronger then we believe.  To become more then just a DJ, a graffiti artist, a videographer, a fashion designer or music journalist.  Living Beyond Labels is exploring every creative talent we have within us and making it grow.  And the fact that such a freeing idea can be spread simply by a graphic print on a bottle of beer, well, that's revolutionary.  It's more then just a beer.

Watch this very short interview from M.I.A. where she discusses herself as an artist and how music is not limited to just the production of a tune we bump in our cars with the windows down.  Don't be defined by a label.


If you're into inspiration gathering, watch the video interviews from the other artists on Beck's Living Beyond Labels page.


Alicia Greco

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