The Beatles were once just some band playing Fridays at the Cavern Club. Kanye West was just a dude making beats in his dorm room. And the rest is history. In 2019, Budweiser was a major sponsor of Lollapalooza, so we created the “New Classics Are Coming” concept, inviting fans to predict which artist on the lineup would become the next classic. The campaign started with a Twitter thread asking people who they’d bet on. Not long after, #MyNewClassic was trending on Twitter.