The iconic American brewer asked us to "do something big" to change its perception among the current (see: millennial) generation of beer drinkers.

We gave them Made in America — a first-of-its kind branded festival where the various genres that make up the face of this country's diverse music scene come together to celebrate you, me, and the many forgotten facets of Americana. Now in its 10th year, “Made In America” didn’t just unlock a new generation of Budweiser drinkers, it redefined what it meant to be an American icon.