MULIT-CITY BRAND AND ARTIST TOUR LAUNCH

BUD LIGHT: LADY GAGA DIVE BAR TOUR

Project Art Collective (PAC) was tasked with creating a truly unique and intimate tour experience for Lady Gaga’s fifth studio album, Joanne. The Dive Bar Tour, sponsored by Bud Light, brought Gaga’s raw talent and personal connection with her fans to the forefront by performing in three iconic dive bars across the U.S.—in Nashville, New York, and Las Vegas.

PAC’s innovative concept blended the nostalgia of dive bars with the power of modern technology. Each performance was live-streamed on both Bud Light’s and Lady Gaga’s Facebook pages, providing fans around the world with an intimate front-row experience. This strategic partnership and seamless integration of live streaming expanded the tour’s reach far beyond the physical venues.

The Dive Bar Tour was not only a remarkable success in promoting Gaga’s Joanne album but also solidified Bud Light’s cultural relevance by aligning the brand with authentic, groundbreaking artistry. Through creative storytelling and digital amplification, PAC made this mini-tour a powerful marketing moment for both the artist and the sponsor.