Bud Light Platinum has teamed up with Zedd for a new marketing campaign, “Turn Up Your Night,” which is set to debut during the Grammy Awards this weekend. A commercial spot during the awards will also feature a new original tune by Zedd, “Find You,” with vocals by previous collaborators Matthew Koma and Miriam Bryant. Bud Light Platinum, who partnered with Justin Timberlake for last year’s campaign, is hoping to make a cultural statement by supporting dance music in their projects. One of the reasons for this change may be a result of the drop in sales with Justin Timberlake being in the drivers seat this past quarter.
Rob McCarthy, vice president of Bud Light Brands at Anheuser-Busch, exclaims that “Bud Light Platinum is looking forward to connecting with the largest music movement of millennials, EDM, and sharing the same musical passion points as its drinkers.” Zedd has remarked that while the campaign was originally supposed to be relatively small in size, was expanded when he and Bud Light realized that it was a lot more fun than they had projected. He refers to the partnership as “natural,” and is excited to work with Koma and Bryant again. “Whenever I need help on a top-line they are my go-to people,” the German DJ and producer explains. Zedd is set to perform at Universal Music Group’s Grammy weekend showcase on the 25th of January, and the actual awards show will kick off the following night, Sunday the 26th, at 8pm est.