'Beck's After Dark'/Island Def Jam Summer VIP Parties jump off with a capacity crowd at the LL Cool J BET Awards pre-party

LOS ANGELES (www.thesweetspotgroup.com) - Beck's Beer and Island Def Jam Music Group (IDJ) announced the successful launch of "Beck's After Dark" last week - a major strategic marketing alliance that leverages the power of both brands. Influential celebrites and trendsetters attended the "Beck's After Dark" launch event in Hollywood, which also served as the BET Awards pre-party. Among those who came out to support "Beck's After Dark" were record-industry executives Russell Simmons, L.A. Reid and Kevin Liles, entertainers Chris Rock, Anthony Anderson, Guy Torry, Big Tigga, Darren Henson and Dorian Gregory, recording artists Ronald Isley, JS, Talib Kweli, Doug E. Fresh, Just Blaze, Fredro Star and Flava Flav, and top runway models Isley Nicole and Mona Philips.

This summer, Beck's and IDJ will promote exclusive VIP "Beck's After Dark" parties in major cities across the country. "Beck's After Dark" is a national network of events created by Beck's Beer and Island Def Jam to host red-carpet parties for VIP tastemakers at the hottest nightclubs in New York, Chicago, Miami, Las Vegas, and Atlanta. The experience will be supported by chart-topping music by some of the most recognized and celebrated artists from the IDJ family, and will be an opportunity to enjoy ice-cold Beck's and Beck's Light beer.

Adults 21 and older entered the "Beck's After Dark" sweepstakes for a chance to kick it with a guest at the "Beck's After Dark" launch party in Los Angeles, courtesy of Beck's Beer, by visiting https://www.becks.com. One winner, Rick Masters of Wexford, Pennsylvania, was selected from the online entries. Later this summer, Beck's will sponsor a second "Beck's After Dark" sweepstakes to award an all-expense-paid trip for one lucky winner to attend the "Beck's After Dark" '04 finale in Las Vegas.
For more information about upcoming "Beck's After Dark" parties across the country, and to view Beck's "Life Beckons" TV spots, visit https://www.becks.com.