Brews and Beats: Boston Artist Creates Musical Success with a New Beer [National Conference Recap]

Session: Invention in PR

Presenter: Adam Richie, Adam Richie Brand Direction

Recap: The Invention in PR session detailed Ritchie’s success in bringing together every aspect of his personality and interests. As a PR agency owner, Ritchie took his own band on as a client in search of a way to bring a small unsigned band to the front of the media industry. With today’s digital age, most artists would turn to a social media campaign and digital download but Lights Out took a completely different direction.

The sci-fi focused band paired with the Aquanaut brewery to create the first every album released on a beer can. The campaign peaked the interest of a variety of niche markets such as food, science, business, nerd and music industries. The beer they brewed was called “Trip,” tying back to how all of the album’s songs take the listener on a journey through a parallel universe.

The beer can detailed the band and their new album. Consumers were able to tweet at the band and instantly receive a link to drink along to the album. Scott was able to create an association between sound and taste to transport listeners across the worlds his music created for a full immersion into his world. The campaign sparked attention of avid beer and alternative music listeners and soon the message took off on user generated social content, furthering the band’s success and reach. Scott let the beer talk for himself and now holds the title of creating the first album released on a beer can, proving him to be an inventor and communications innovator.

The creation of a product by the PR agency allowed for the campaign around the product to be most successful. Scott challenges the typical PR system to create a way for his music to be showcased across a diverse audience that had something for everyone, all because he was able to plan it that way. He is now waiting.


  • PR professionals should create their own product to promote a cause. It allows you to plan for success from the ground up.
  • Attach campaigns to current events that may seem to be stealing the press from you.
  • Landing journalists to cover campaigns and products is not easy. Every article comes from a battle for coverage.
  • Adapt your campaign to a variety of channels. Every story has sides and multiple parts. Use them to pitch to the media.
  • Stay consistent with brand image when adapting media pitches and creating new aspects of a campaign.


Emily Zekonis is a sophomore public relations major attending West Virginia University from Delaware County, Pennsylvania. She is currently involved in a variety of student organizations and is currently the treasurer of the WVU PRSSA Chapter. Follow @EmilyZekonis on or Emily Zekonis on LinkedIn.

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