The Beer Behind Backstage

Ever wondered what the biggest rockstars in history demand before a show? Private jets, white tigers, or M&Ms of every color except brown? Turns out, no matter how wild the requests get, there’s always one thing in common: Budweiser.
The iconic global beer, which has always stood alongside the biggest names in music, is celebrating its authentic connection to the industry with its latest campaign, The Beer Behind Backstage, created by Africa Creative. The initiative highlights a little-known fact: over the decades, Budweiser has been a staple on the backstage riders of major artists.
To prove that the world’s most demanding bands have one request in common, the brand delved into historical documents revealing Budweiser is an essential item on the tour riders of legendary musicians.
At Lollapalooza Brazil, The Beer Behind Backstage campaign launched an activation based on fans' demands, the fan who made the most bizarre demand of all was awarded a prize. Budweiser was the festival's sponsor.
To make the connection even more powerful, the campaign kicked off with billboards placed near the iconic venues where the original demands were made—like Madison Square Garden in New York, Morumbi Stadium in São Paulo, Masonic Temple Theater in Detroit, and the Hollywood Palladium in Los Angeles. Through these billboards, Budweiser showcases authentic excerpts from real backstage riders—but with a twist. The names of the bands are replaced with nicknames and clues, challenging fans to guess which artists made the requests. After launching near these historic venues, the campaign expanded to traditional out-of-home media and print placements across the globe, inviting music lovers everywhere to dive into history, interact with the mystery, and rediscover Budweiser’s lasting bond with the world of music.