If you’ve ever dreamed of being a rockstar (we all have let’s face it), then you’ve probably also dreamt of being on the cover of an epic album. In one of the cooler music promotions of the year, Coors Light has launched Coors Light Records—a completely fake, totally tongue-in-cheek record label created to give one lucky fan a real rockstar experience at the 2025 OSHEAGA Music & Arts Festival.
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As part of its new “Chill on Shuffle” music platform, the beer brand is flipping the script on traditional sponsorships. Since Canadian regulations prevent direct partnerships with artists, Coors Light cleverly turned the spotlight on its own fans. The concept? Sign one of them as their first (and only) “artist” and give them VIP access that even headliners would envy.
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From side-stage views and backstage tours to an exclusive meet-and-greet with OSHEAGA performer Shaboozey, the winner will receive a Defender Platinum ticket, first-class travel, luxury accommodations, and full glam treatment with professional hair, makeup, and a photoshoot. They’ll even get to bring a “manager”—aka a lucky friend.
“We wanted to shuffle up how people experience live music,” says Leslie Malcolm, VP of Marketing at Molson Coors. “So we created a festival experience normally reserved for artists, and gave it to a fan instead.” In partnership with OSHEAGA, where Coors Light has been a long-standing sponsor since 2007, this initiative invites fans of all musical abilities—or none at all—to sign up at coorslightrecords.ca from July 10–23 for their shot at fame.
