Coors Light Highlights DJ Chose In Millennial Musician Campaign

Beer and music typically go together so it makes sense that Coors Light would try to monetize that connection with their “My Climb. My Music,” program designed to entice those feisty millennials to cozy up to their beer brand by sponsoring budding musicians in various cities around the USA.

The program has already had successful tests in Chicago, Orlando and Philadelphia, so Coors Light is now expanding it to seven more USA markets – Dallas, Denver, Houston, Los Angeles, New York City, San Antonio and State College, Pennsylvania.

“My Climb. My Music.” aims to promote artists, their music, and their stories on streaming services, FM radio stations, and social media within the markets and the program includes documentary-style videos about how their individual “climbs” have defined the artists – such as the example of featured artist DJ Chose from May 2017.

With the additional markets, Coors Light has announced 26 artist partnerships to date.