Taco Bell’s Feed the Beat programme comes to the UK

The programme’s launch will feature High Vis in a new TV ad.

Taco Bell is launching its Feed the Beat programme in the UK.

Launched in 2006, the Feed the Beat programme helps emerging musicians by picking the bill. The programme is designed to connect upcoming bands with fans by fueling artists on the road.

To mark the UK launch, Taco Bell launched High Vis, one of the inaugural UK Feed the Beat artists, in its new TV ad. Their song “Fever Dream” soundtracks Taco Bell’s latest ‘Cravings Burrito’ ad, airing from 5 March to 6 May 2024. 

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“As a band from the UK, touring the US is an absolute world away. The drives are insanely long, and you can easily become crippled on a diet of service station snacks, crisps and sweets,” High Vis vocalist Graham Sayle said. “Taco Bell and the ‘Feed the Beat’ initiative properly saved us on numerous occasions. Organising free food for our band and crew, all across the country. If you ask any touring band they’ll agree it’s by far the best option when eating on the road. So when they asked if we were up for having ‘Fever Dream’ featured in an advert for their new UK stores, we were more than happy to oblige!”

Since its inception, Feed the Beat has backed over 2,000 artists and bands from their earliest days making music and hitting the road, including the likes of Portugal. The Man, Halsey, Imagine Dragons, White Reaper, and more recently Turnstile, Militarie Gun, Meet Me @ The Altar, Armani White, Teezo Touchdown, Scowl and many others.