No Talent? No Problem. Coors Light Wants to Give You the Artist Treatment at OSHEAGA

In the spirit of music festival season, Coors Light just launched a record label that’s unlike any other yet it might still catapult a lucky music enthusiast to side-stage stardom at OSHEAGA Music and Arts Festival this August. The Rockies-born brewer has found a loophole that feels like a stunt, but it’s an entirely on-brand move for a beer whose tagline is literally “The Chill Choice.”

Dubbed Coors Light Records, the “completely fake, totally made-up record label” exists for one purpose only: to “sign” a single fan as its equally fictional artist for a chance to win an experience fit for a rockstar at one of Canada’s biggest music festivals. As they put it: talent is optional, enthusiasm is mandatory. In Canada, Coors Light isn’t typically allowed to feature famous musicians in their ads so the brand flips the script and invites fans to become the talent themselves. It’s a bold extension of the brand’s new “Chill on Shuffle” platform, which aims to shake up traditional music experiences.

The perks? Think less queueing with the masses and more living like a chart-topper. Signing the faux contract unlocks daily side-stage access, a backstage tour, an exclusive meet-and-greet with Shaboozey— Beyond the standard OSHEAGA Defender Platinum ticket perks, Coors Light is throwing in premium extras: think first-class flights, hotel stays, a pro photoshoot, entry to the official OSHEAGA after party, and your own Coors Light–stocked rider. Even better? The winner gets to bring a friend—your new “manager,” naturally.

Behind the stunt is a very real history. Coors Light has sponsored OSHEAGA since 2007. And rather than work with a famous artist, Coors went into what-if mode: What if the artist was one of our fans? In doing so, they’ve turned a brand challenge into an opportunity to make someone’s festival dreams come true—no songs out, no album to stream, no massive follower count required.

If you’ve ever dreamed of festival glory—even if your karaoke game is mid at best—head to coorslightrecords.ca between July 10 and 23 for your chance at fifteen minutes (and an entire weekend) of Coors Light Stardom. No demo tape, no pressure—just a willingness to lean into the fun and let Coors Light handle the rest.

Must be legal drinking age. (One) artist experience at OSHEAGA to be won. Contest ends July 23rd at 5pm EST. Visit coorslightrecords.ca for more details.

DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.

Click here to view full gallery at Hypebeast