Millions of Beck’s Beer bottles will be decked in the original designs of two intriguing independent thinkers who both live and work in Miami. DJ Irie, the Miami Heat’s official DJ, and Typoe, a visual artist, were selected to join a group of six other creatives, including popular musical artists Capital Cities and Aloe Blacc, for the beer’s annual “Live Beyond Labels” campaign.
The summer-long takeover starts Tuesday, July 1 and marks the 27th time the brand has replaced standard labels with works by celebrities such as Andy Warhol, Jeff Koons, Damien Hirst, Karl Lagerfeld, M.I.A. and Kid Cudi.
Through a non-traditional canvas like the beer bottle, “Live Beyond Labels” celebrates free will and the notion that design is everywhere: “We work with artists who are succeeding because they make their own rules, follow their own lead, and trust in their own art,” said Ryan Garcia, vice president, regional marketing, Anheuser-Busch. “DJ Irie and Typoe, in particular, are artists who exemplify a spirit of stylish independence. Beck’s admires them.”
When Irie launched his career, people told him he was a “certain type of DJ.” He says he refused to let the label stick because he knew he had a diverse vocabulary of music and a deep understanding of different cultures.
“I could’ve easily let them tell me who I am,” said the DJ, entrepreneur and founder of the Irie Foundation, which just hosted the 10th annual Irie Weekend, “and I think a lot of people know their potential, but they’re too scared because people in power tell them ‘that’s what you are.’”
Now, Irie travels the world to perform and hangs out with NBA idols like Dwayne Wade during his downtime.
“I hope this inspires people to fully explore their passion and not let anyone put them under a specific label or in a box,” Irie said as he described the photograph he chose for his label. LA-based friend and photographer Jeremiah Lazo was behind the lens during a shoot a year ago, capturing the essence of Irie’s personality while “still leaving something to the imagination.”
Typoe chose “Rose” from the gunpowder series he unveiled at Spinello Projects in Wynwood last November. It was the biggest piece (5’ x 10’) in the solo show and sold during the preview to a private collection.
“Explosions on paper,” as he refers to the medium, represent the artistic freedom he’s cultivated in his life: “I do what I want, how I want, and I just create. I feel like there are always infinite possibilities.”
The charred lines, in the shape of a floral still life, embody the use of something normally so destructive to create something beautiful and delicate. For Typoe, who’s been sober for many years, “there are no labels. Not in my world.”
The program kicked off in the UK, moved to the U.S. two years ago, and has transformed more than 500 million bottles of Beck’s beer. This summer, 3.2 million bottles featuring eight unique labels will be available nationwide through the end of Sept.
Additional participants include Latin Grammy-winning Puerto Rican singer/composer Luis Fonsi; tropical punk/ghetto tech/hip house artist Maluca Mala; LA-based renegade gardener Ron Finley; and lowbrow artist Camille Rose Garcia.