Gallant × Michelob ULTRA Pure Gold

The Campaign:

Michelob ULTRA was looking to reach outdoorsy men and women who lead an active lifestyle and who believe that feeling good and being happy are most motivating to live a healthy life. In pursuit of this, the brand partnered with MAX along with several other nature-passionate brands, like Merrell, Camelbak, and Kelty, to create a concert series that celebrates the beauty of nature through live music. Set across a beautiful backdrop of breathtaking hiking trails, nature centers and canyons, the Pure Golden Hour Sessions included a performance from gross-genre artist Gallant.

Gallant pours his heart and soul into making music with raw, honest lyricism and vocals that hearken back to early 90s R&B. His vocal stylings have been compared to Usher and his debut album, Ology, earned critical acclaim and a GRAMMY nomination. Gallant’s music is simultaneously deeply personal and slightly aloof, intimating that the singer/songwriter spent considerable time contemplating his emotions before committing them to paper.

Gallant’s Pure Golden Hour Sessions performance was also broadcast via the MAX SET.Livestream platform creating a communal experience that reached well beyond the outdoor amphitheater. This campaign included a sweepstakes sponsored by Michelob ULTRA where winners could win a virtual meet & greet with the artist. After the livestream aired, 15 lucky fans were treated to a Michelob ULTRA branded virtual one-on-one conversation with Gallant via the MAX SET.Meet platform.

Get to Know Gallant

Known for his songwriting and unique vocal prowess, Gallant began recording songs in middle school and released his debut EP, Zebra, in 2014 before he even hit his 24th birthday. Rooted in R&B and alternative rock influences, this NYU grad has toured with the likes of Sufjan Stevens and John Legend and has collaborated with Andra Day, Dua Lipa, Jhené Aiko, and Seal. His single “Weight in Gold” was played by Zane Lowe on Beats1’s first ever air date in June 2015, launching Gallant into breakthrough artist status. Known for his signature falsetto style with specks of bold vocals, Gallant has received acclaim from Pitchfork, The Guardian, and Entertainment Weekly for his distinct and diverse sound, voice, and lyricism.

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