Michelob ULTRA was looking to reach outdoorsy men and women who lead an active lifestyle and believe that feeling good and being happy are most motivating to live a healthy life. In pursuit of this, the brand partnered with MAX along with several other nature-passionate brands, like Merrell, Camelbak, and Kelty, to create a series of virtual concerts that encourage viewers to tune back into nature. Set across a beautiful backdrop of breathtaking hiking trails, nature centers and canyons, the Pure Golden Hour Sessions included a performance from electropop/rock band A R I Z O N A.
A R I Z O N A has described their music as “weird” and “dance-y” and they approach songwriting with the goal of creating community where everyone is welcome, whether you’re a cool kid or not. Their unique brand of moody/pop-y/synth-y rock was a perfect fit for the third of the Pure Golden Hour Sessions concerts. The event included a hike to the McKelligon Canyon amphitheater in El Paso, Texas, creating a memorable experience that celebrates the beauty of nature through live music.
A R I Z O N A’s Pure Golden Hour Sessions performance was also broadcast via the MAX SET.Livestream platform creating a communal experience that reached well beyond the amphitheater. This campaign included a sweepstakes sponsored by Michelob ULTRA where winners could win a virtual meet & greet with the artist. After the livestream aired, 15 lucky fans were treated to a Michelob ULTRA branded virtual one-on-one conversation with A R I Z O N A via the MAX SET.Meet platform.
A R I Z O N A is an American rock and electropop band consisting of members Zachary Charles, Nate Esquite, and David Labuguen. Their 2017 debut album, GALLERY, peaked at no. 4 on the Billboard Top Heatseekers chart, no. 24 on the US Alternative Albums chart, and no. 143 on the Billboard 200 chart. The band has had the opportunity to perform at multiple music festivals such as SXSW, Lollapalooza, Firefly Music Festival, and many others.