Taco Bell® and Passion Pit Make Music History with Rockumentary

Written by Jordan Roberts | Friday, Mar 15, 2013

Photo credit: Earl Gibson/Wired Images/Taco BellPhoto credit: Earl Gibson/Wired Images/Taco Bell

Taco Bell®, a new sponsor for SXSW 2013, handed the cameras and control over to its fans to film its first-ever crowd and social-sourced Rockumentary starring Passion Pit and Wildcat! Wildcat!, during their live performances at Hype Machine’s Hype Hotel earlier this week. Through Taco Bell’s social media fan base and a unique partnership with Twitter, the brand will support the creation of an experimental film that will debut this summer, tentatively titled "Feed the Beat®: SXSW 2013," under the direction of acclaimed documentarian Sam Jones using footage captured and shared by passionate fans socially and showcasing great music.

“Feed the Beat: SXSW 2013” will capture the fans’ passions of movies, music and social, which is also the reason why Taco Bell decided to bring the Rockumentary film to SXSW – where Film, Interactive and Music intersect. This event was the place to be on Monday night, with lines around the block and everyone enjoying the new Taco Bell Cool Ranch Doritos Locos Tacos. Inside, a packed crowd that included actress Sophia Bush, rocked out while using their social media platforms to film the performances. Since the announcement of the event and film, the brand has received more than 14,000 posts with #FeedTheBeat.