INSIGHT: 

In the 2000s, alternative R&B was nicknamed PBR&B, inspired by the indie culture surrounding PBR. But as the genre grew mainstream, the beer that inspired the named faded from the conversation.

IDEA: 

Partnering with Spotify, PBR celebrates iconic PBR&B albums and artists while launching limited-edition cans and music-driven activations, reclaiming its place as the beer behind R&B.