What do zombies, craft beer, and indie music have in common? For Toronto musician Digits, it's his recent collaboration with Collective Arts Brewing, an Ontario-based brewery that fuses together refined ales with limited edition artwork and music. Their latest round, launched yesterday, features 76 new labels and includes links to piles of Canadian musical acts like The Glorious Sons, The Zolas, and July Talk. Collective Arts' business model is like the alcoholic version of iTunes that turns the classic beer run into a viewing party. Customers using the Blippar app can scan the label of each beer and launch music, videos, photographs, and artist bios. If the app happens to download Seth Mendelson's oddly touching video for "Say Goodbye" by Digits, try not to drop a tear in your beer, because these brewmasters take their craft seriously. Take a look at all the new labels here, submit art for the next round here, and use their beer finder to get the party started.
· Beer Company's New Series of Music-Related Labels [A Journal Of Musical Things]