If you're in a touring indie band, you need to keep costs as low as possible. Meanwhile, corporations love the idea of being associated with cool new bands. Bring the two together and you have Taco Bell's "Feed the Beat" campaign.
For the past seven years, Taco Bell has subsidized meal costs to the tune of $500 for a select number of bands each year. Groups taking advantage of this program include All-American Rejects, Gaslight Anthem, Dr. Dog, Lumineers, JEFF the Brotherhood and Shiny Toy Guns.
No one is advocating for anyone to eat at Taco Bell for every meal. But $500 in gift cards can go a long way on those roadtrips where things aren't going so well. And although most of the bands in the program are too niche-y and small to do Taco Bell (and parent PepsiCo) any major good in terms of advertising, it is a cool association to have. And the bands get their names on the Taco Bell website. Hey, any publicity is good publicity, right?
Read more here. And here's Passion Pit's Taco Bell spot.