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The latest iteration of the ongoing Beck's Music Inspired Art initiative launched this week with the Beck's Shape Your Music Experience. Throughout the duration of the project, Beck's will give away up to 25 million song downloads through Play.com. Limited edition bottles and cans will carry unique codes redeemable for downloads on the site.

To celebrate the initiative, Beck's commissioned artist Jamie Brown and Inventory Studio to create enormous live art installations in Birmingham and London. Kicking off at 5am last Saturday on the exterior of abandoned pub, The Foundry in Shoreditch London, Brown was rigged up to a harness and began the daunting task of adorning a billboard with his graffiti artwork, a task that took over three days to complete. Onlookers were rewarded with an ice cold Beck's to sip whilst enjoying the show.

The Foundry in Shoreditch has been under contention over the past year as the 12 year-old iconic East London venue, which has been the home to over 2,000 art exhibitions and countless musicians over the years, has been forced to close to make way for a shiny new 'art hotel'. Despite providing great visibility for the brand, the venue, via out of home advertising specialists, Ocean Outdoor, was obviously a deliberate choice for a campaign inspiring people to discover new music.

The action continued in Birmingham on Monday, with Robert Boon and David Lane, aka Inventory Studio, creating their live art consisting of thousands of CDs adorning a building façade.

Online, Facebook users can take inspiration from the artists and design their very own Beck's label www.facebook.com/becksvier.