Beck’s harnesses Edison invention to turn beer into music

German beer brand Beck's chose Semi-Permanent in Auckland to unveil its latest toy: a beer bottle where instead of a label there's music.

The Beck's 'Edison Cylinder' is named for Thomas Edison, who first invented the phonograph in the 1870s. Much like the phonograph from a century ago, the beer bottle version is etched with grooves which when traced by needle and amplifier plays recorded audio.

Its premiere performance was in front of the crowd at Semi-Permanent last Friday, where it recreateted Kiwi band Ghost Wave's 'Here She Comes' with remarkable fidelity.

Client: Beck’s New Zealand

Creative Agency: Shine Limited

Machine & Bottle Production: Gyro Constructivists

Making-of Video Production: VICE

Record Label: Arch Hill Recordings

Band: Ghost Wave

Album: Ages

Featured Single: Here She Comes