Taco Bell Launches ‘Feed the Beat’ Programme in the UK with Artist High Vis

Taco Bell is taking its signature Feed The Beat® US programme global, making waves as it arrives in the UK! The programme, which debuted in the UK in January, fuels up-and-coming artists with Taco Bell, while shining a spotlight on emerging talent in the music scene.

To mark the UK launch, Taco Bell proudly features High Vis, one of the inaugural UK Feed the Beat artists, in its new TV ad, which launched nationwide 5 March. Their song “Fever Dream” soundtracks Taco Bell's latest ‘Cravings Burrito’ ad, airing from 5 March to 6 May 2024. With their electrifying sound, hardcore grit and boundary-pushing creativity, High Vis embodies the programme’s spirit.

“As a band from the UK, touring the US is an absolute world away. The drives are insanely long, and you can easily become crippled on a diet of service station snacks, crisps and sweets,” offered High Vis vocalist Graham Sayle. "Taco Bell and the ‘Feed the Beat’ initiative properly saved us on numerous occasions. Organising free food for our band and crew, all across the country. If you ask any touring band they’ll agree it’s by far the best option when eating on the road. So when they asked if we were up for having ‘Fever Dream’ featured on an advert for their new UK stores, we were more than happy to oblige!”

Grammy-nominated, American rock phenoms Portugal. The Man have a longstanding relationship with Taco Bell, taking part in the Feed The Beat programme back in 2010. That relationship continues through today, with two new adverts currently airing in the U.S. Discussing, frontman John Gourley noted, “Taco Bell really fed all these young bands coming up. When you think about how many vegan, straight edge bands we toured with, and vegetarian, and diet restrictions. You couldn’t do that anywhere else. Taco Bell was really that place that fed us all. Feed The Beat is a really really great programme and I’m really thankful for it.”

At its core, Feed the Beat is about discovery – helping connect the bands with fans and Taco Bell fans with bands. Besides picking up the taco tab for artists while they're on tour, Taco Bell also gives artists the chance to have their music featured in Taco Bell adverts and provides amplification through Taco Bell’s social presence. 

Since its start in 2006, Feed the Beat has been a driving force behind artist discovery and fan engagement for Taco Bell in the US. The programme has backed over 2,000 artists and bands from their earliest days making music and hitting the road, including the likes of Portugal. The Man, Halsey, Imagine Dragons, White Reaper, and more recently Turnstile, Militarie Gun, , Meet Me @ The Altar, Armani White, Teezo Touchdown, Scowl and many others.

In addition to High Vis, Feed The Beat welcomes local UK artists joining the programme, including Neck Deep, Felixthe1st and MISOGI. Learn more about the programme and Feed The Beat artists here.