Let’s try one more comparison: this time it’s between beer and music.
Mainstream is using the world of music for its marketing. The big rock music festivals that used to be an expression of vitality, creativity and originality have now become big windows for mainstream products. They can do so because of both the huge amount of money they have available (which they eventually charge on the cost of the beer, of course), and of the mutation that has happened to rockstars lately.
Modern day rockstars act as pale wannabes - real rockstars were, and are, different kinds of person (naming Kurt Cobain is boring, not to mention predictable in our case). Street artists are real rockstars, relying on their creativity and their art to make a living. Because being a rockstar does not mean making rock music or selling millions of copies, but is part of your own way of living and communicating.
they tell: real life is made of passion, people, pain and jox.
Marketing craft beer must stay closet o the stories the beers tell. Connecting to different worlds is our own way of decoding reality. If we can claim that real life is different than, if we can make a good business without falling into mainstream, then we’ll be happy with our result.
We often meet weird people while travelling around, guys that try to make some cash while expressing their individuality; their stories are the background of their art. Stopping every now and then and listening to what they are saying is an awesome experience.
Once we saw a performance by Beppe Maniglia in his natural stage in Piazza Maggiore, in Bologna. We fell in love with the story he told.
If you ever happen to meet a street artist whose story you grow particularly fond of, send us a video or a photo and we’ll add it to our gallery of Bad Attitude guys.
Beppe's speech: "He used to be one of Boeing’s project managers; he used to be a space engineer. Used to live in the USA and speak fluently five or six languages, and writing them too… you can speak to the guy in any language, well except Arab, ‘cause he hates them - not for being racist or anything, he just can’t stand the fact that they take down planes. Anyway, the guy used to work in the USA and was loaded with money, and one day he gets home and here’s the sad part of the story… he finds an empty home and a note on the floor from his wife - she had left him… You’d say well this is classic case of, well, you know… his wife leaving, the guy going nuts, getting depressed - no! When he read the note this guy was so happy… so happy he started laughing and laughing and laughing… he just couldn’t stop laughing… until a vein in his brain pops. And then he got crazy and had to get a lobotomy… they cut his head open… heh… in know, it hurts! They tried to fix him but - but he was never the same again… and now he’s crazy and everyone else is sane… so now this song I’m gonna play is called “disconnected”, part of a wonderful CD you should all listen, because Beppe Maniglia’s music is unique and awesome… so I dedicate it to him… ‘cause now his relatives has stolen all of his money, they don’t take much care of him - so he lives on the street without a penny in his pocket… not even for eating at McDonald’s… I give him some money every now and then… so if you spare some change please give it to him ‘cause he deserves it… he’s funny… makes you laugh… OK here’s “Lobotomy” dedicate do my crazy friend."
Being true to our philosophy we sponsored Lugano Buskers Festival’s backstage by providing Kurt in cans to the street artists.
The Lugano Buskers Festival is in Lugano, July 20-24, with more than 30 street artists from al lover Europe. Each artist will have his own private stash of cans to drink from.
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