In lieu of partnering with famous musicians, Coors Light has created a fictitious record label to “sign” regular people as headlining acts and create their very own, very ordinary, albums.

Agency partner Rethink has developed Coors Light Records to launch a contest that will make one lucky fan its featured “artist” at Osheaga, the Montreal music festival and long-time sponsorship partner of the Molson Coors brand.

Coors Light Records ladders up to Coors Light’s new North American music platform “Chill On Shuffle,” which aims to deliver new and unexpected live-music experiences.

“This year, we’re excited to introduce our new, multi-year music platform ‘Chill on Shuffle,’ which is all about shuffling up the way we experience live music,” says Leslie Malcolm, VP of marketing of Molson Coors Beverage Company. “And what better way to shuffle things up than by unlocking a festival experience that’s typically reserved for artists by turning a regular Coors Light fan into an ‘artist’ themselves?”

Rethink PR worked on campaign public relations, Publicis Connect handled the media buy and Zeno Group was enlisted for influencer partnerships.

The Coors Light Records contest runs through July 23 and features Osheaga exclusives, including daily side-stage access, a backstage tour and a meet-and-greet with country-rap artist Shaboozey and an on-site photo shoot complete with professionally styled hair and makeup.

Last June, Coors Light sought to democratize concertgoing on World Music Day by buying overpriced, high-demand tickets from verified resellers and offering them to fans through a giveaway contest.

And in 2024, Coors Light offered earbud giveaways and VIP trips to Osheaga with a contest featuring specially marked cans. Prizing consisted of transportation to and from the event via a Coors Light Bus, tickets for two, hotel, dinner, after parties and exclusive Osheaga-Coors branded merchandise.