Each year, Beck’s selects six artists, from different disciplines, to design original creative work to live on Beck’s beer labels. Dedicated to supporting artistic talent, Beck’s will display these designs on 13.2 million labels, amounting to 5.16 million square feet of canvas for a summer-long art exhibit. Shot by Ill Roots – mixing digital and analog VHS – the two-minute video gives a behind-the-scenes look at Kid Cudi‘s life in studio, offering insight into how he recorded his latest album Indicud, and how he came to design his own Beck’s beer bottle for the brand’s 2013 series.

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