Budweiser is trying to own music. But then, isn't everyone.

Budweiser is trying to own music. But then, isn't everyone.

I know of a number of brands who are trying to get into this space with dedicated music channels for users. The problem is, they won't and don't own music - that's Spotify, ITunes and a myriad of dedicated online streamers.

Budweiser has got into business with Facebook (10m bud fans there) and Vice with what they call their 'Made for Music' campaign trying to connect music fans with Bud. It includes "behind the scenes" video and photos. They're also focussed on helping new bands break into the spotlight - or read that as they're not prepared to pay the costs of streaming established bands.

There's also a Budweiser music festival. 

There's nothing wrong with this per se - save the clear problems targeting music fans on Facebook who are under drinking age which has to be/should be a big big issue - except, if you're going to do it, do it right.

You need topline bands and artists that are available on the likes of Ireland's own, Muzu.tv. And music costs through royalties, big time. It's not cheap at the top end.

But there is no other way. Get into bed with a big established music online provider or frankly, don't do it.

It's just in danger of being as naff as it sounds.