British recording artist and songwriter M.I.A.'s new venture will be designing labels for Beck's Beer. Although M.I.A. has been notorious for criticizing capitalism in her music, apparently she couldn't resist the opportunity to express herself via beer labels.
Beck representative's reached out to her while she was in India working on her new album Matangi, and she quickly seized the moment, and agreed to work on label deigns. "Before artists would struggle with the art and commerce thing," said M.I.A., during a SPIN interview, "but now I think you have to have a certain conviction about your work and I think the canvas is irrelevant, you can put it on anything these days."
With beer as her new canvas, M.I.A. will have the chance to once again demonstrate her creativity. There's no doubt that Beck's is taking a risk by hiring an artist who describes herself as being "most known for creating a lot of controversy." However, it often takes a gamble like this to reshape a company's image, and that is exactly what Beck's has done.