Taco Bell® and Passion Pit Give Fans Power to Make Music History with First of Its Kind Crowd and So

Taco Bell® and Passion Pit Give Fans Power to Make Music History with First of Its Kind Crowd and Social Sourced Rockumentary

'Feed the Beat®: SXSW 2013,' Film Will Use Footage Captured by Consumers and Sourced through Twitter; Featuring Live Performances at SXSW® 2013


IRVINE, Calif.--(BUSINESS WIRE)-- Taco Bell® will be handing the cameras and control over to its fans to film its first-ever Rockumentary starring Passion Pit (@PassionPit) and Wildcat! Wildcat!, (@WildcatWildcat), culminating with their live performances during a Feed the Beat® event at Hype Machine's Hype Hotel at this year's South by Southwest® (SXSW®) Conferences & Festivals. Through Taco Bell's social media fan base and a unique partnership with Twitter, the brand will support the creation of an experimental film, tentatively titled "Feed the Beat®: SXSW 2013," under the direction of acclaimed documentarian Sam Jones (@RSAFilms) - using footage captured and shared by passionate fans socially and showcasing great music.

Passion Pit and fellow Feed the Beat artist Wildcat! Wildcat! will perform live at Feed the Beat(R) ...

Passion Pit and fellow Feed the Beat artist Wildcat! Wildcat! will perform live at Feed the Beat(R) event at this year's South by Southwest(R) (SXSW(R)) on March 11. The performance will be part of an experimental film, tentatively titled "Feed the Beat: SXSW 2013," which will be created from crowd and socially sourced camera footage, images and videos.

Fans online and at SXSW - where music, interactive and film all come together - have the chance for their own social media content to be featured in this Rockumentary, slated to debut in summer 2013. To be involved, fans can tweet and post images, videos and Vine videos using #FeedtheBeat now through March 11 - when the Passion Pit and Wildcat! Wildcat! performances will be live streamed from Hype Machine's Hype Hotel venue in Austin, TX. Taco Bell will be bringing the experience to fans at home with a customized live stream and various camera angles. For more information on the Rockumentary, concert and how fans can get involved online, please visit www.FeedtheBeat.com.

"SXSW is the intersection of film, music and interactive, and the perfect place to bring Feed the Beat to our fans as the program reaches new heights this year. We know our fans love music because they tell us every day. Just like them, Taco Bell is 'living más' through music and movies, where everyone can foster and share their creative spirit," said Brian Niccol, chief marketing officer, Taco Bell Corp. "'Feed the Beat: SXSW 2013' is the definition of 'living más' as this first-of-its-kind film empowers consumers to connect with us and other fans over shared passions and favorite artists, socially. On top of that, we are putting amazing talent from our Feed the Beat program - Passion Pit and Wildcat! Wildcat! - on a huge stage reaching all our fans - both at SXSW and across the nation."

Hype Hotel at SXSW

Taco Bell's Feed the Beat® will return to Austin this March as presenting sponsor of Hype Machine's Hype Hotel with events taking place March 11 - March 16. The program will break new ground bringing an exclusive look at the music industry for our fans, by our fans. The venue was home to some of last year's top performances, including various musicians from the Feed the Beat program, and will again feature more than 50 total performances (day sessions will be open to RSVP; evening sessions will require a wristband or SXSW badge). The full 2013 line-up and schedule of events for the Hype Hotel 2013 is available now on hypem.com/hotel.

Fans in Austin on March 11 can RSVP for free to attend the "Feed the Beat: SXSW 2013" event on HypeM.com/hotel.

New this year, Taco Bell will be an official sponsor of SXSW 2013, which begins one day after the highly anticipated national launch of the Cool Ranch Doritos® Locos Tacos on March 7. The sought-after Taco Bell taco will be served FREE to fans all week at Hype Hotel while supplies last.

About Taco Bell's Feed the Beat Program

Feed the Beat began in 2005 as an organic effort to help feed up-and-coming artists on tour by giving them Taco Bell gift cards. The program continues with the same organic roots, still giving Feed the Beat artists Taco Bell gift cards, but has since expanded with innovative ways to leverage the brand's relationships with network partners and sponsorships, involve Taco Bell's strong online presence - a crowd of nearly ten million fans, and feature Feed the Beat artists' music in the brand's commercials. In 2012, Passion Pit's hit song, "Take A Walk" was featured in a commercial for Taco Bell's Nacho Cheese Doritos Locos Tacos as part of the band's involvement in the Feed the Beat program.

In 2012, 100 up-and-coming artists from across the United States received $500 in Taco Bell gift cards to keep their hunger satisfied on the road while touring. In 2013, Taco Bell will once again open submissions for artists to apply for the Feed the Beat program, which for the first time ever will open up during SXSW. To be eligible, artists need to have a dedicated fan base, be on tour during the fall and have a dedicated Web page. The online submission form and additional details on the selection process are available on www.FeedtheBeat.com. Previous Feed the Beat artists include: Andrew W.K., Gym Class Heroes, Fun., Girl Talk, Best Coast, Walk The Moon, Young The Giant, Portugal. The Man, Wavves, Dr. Dog and more.

Like: www.facebook.com/feedthebeat
Follow: @FeedtheBeat

About Passion Pit

Passion Pit - comprised of Michael Angelakos, Ian Hultquist, Jeff Apruzzese, Nate Donmoyer and Xander Singh - formed in 2007 and released their debut EP Chunk of Change in 2008. Less than a year later they released their full-length album Manners to critical and commercial acclaim. They followed up with their sophomore LP Gossamer in July 2012. During the release of their debut album, the band started a relationship with Feed the Beat and now they'll share the stage with fellow Feed the Beat artist Wildcat! Wildcat! at SXSW 2013.

Like: www.facebook.com/PassionPitOfficial
Follow: @PassionPit

About Wildcat! Wildcat!

Wildcat! Wildcat! go way back...oh, let's say to middle school. Lead singers Jesse Taylor, Michael Wilson and drummer Jesse Carmichael all share more than a few strong common bonds... a propensity for making music being the obvious. Over the span of years the guys have played together in one fashion or another, but didn't delve into this project until 2012, when it just felt like time. Ever since, they've been meeting weekly at their Downtown LA recording studio/loft space and creating those indulgent indie/electro/pop/sexy beats you hear today.

Like: www.facebook.com/WildcatWildcatMusic
Follow: @WildcatWildcat

About SXSW Music

South By Southwest (SXSW) Music and Media Conference, the world's leading music industry event, offers attendees the opportunity to explore the future of the music industry during the day at panels, talks, the Trade Show, Music Gear Expo and other conference activities at the Austin Convention Center. At night, the absolute best mix of musical performances from over 2,000 regional, national and international acts will take place at the nighttime music festival. Altogether, SXSW presents unmatched networking opportunities, career-building conference programming and over 100 stages of music for showcasing bands and conference attendees. SXSW Music takes place Tuesday, March 12 - Sunday, March 17, 2013 in Austin, Texas. For more information on every aspect of SXSW, please go to http://www.sxsw.com.

About The Hype Machine

The Hype Machine tracks discussions on hundreds of music blogs around the world, and presents them for easy consumption, analysis, and discovery. In its 8th year of operation, the Brooklyn-based company has been credited with launching the careers of bands like Foster the People, and is considered a barometer of breaking bands within the music industry. Fall in love with something new at http://hypem.com

About Taco Bell Corp.

Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYS: YUM) , is the nation's leading Mexican-inspired quick service restaurant. Taco Bell serves made to order and customizable tacos, burritos, and specialties such as the exclusive Doritos® Locos Tacos, gourmet inspired Cantina Bell® Menu and lower calorie Fresco Menu. The company encourages customers to "Live Más," both through its food and in ways such as its Feed the Beat® music program and nonprofit organization, the Taco Bell Foundation for Teens. Taco Bell and its more than 350 franchise organizations have nearly 6,000 restaurants across the United States that proudly serve more than 36 million customers every week.

Like: www.facebook.com/tacobell
Follow: @TacoBell
Subscribe: www.youtube.com/tacobell



Taco Bell Corp.
Deb Bell, 949-863-3915
deb.bell@tacobell.com
or
Taylor
Jenna Rathke, 214-212-5713
jrathke@taylorstrategy.com

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