New Belgium Brewing and Musician Bayonne Create Citra-Psyche-Delic Sensory Surprise

From New Belgium:

(FORT COLLINS, COLO.) – He is a self-taught musician and minimalist composer with a talent for making hypnotic, loop-based, enveloping songs. They are an innovative collective of brewers, artists, and passionate beer freaks. When New Belgium Brewing got ready to launch their new beer, Citradelic Tangerine IPA, they turned to music for inspiration. Amid the vast collage of contemporary sound, the Austin-based artist, Bayonne, stood out as someone who’s work perfectly embodies the lush and dreamy experience of creating a tangerine-infused IPA. Calls were made, beers were quaffed, music and ideas were spun. A joyful collaboration achieved full bloom, and the results can be found in the original new song “Fallss” from Bayonne.

“This project really pushed me to work on something creative and get the juices flowing,” said Roger Sellers, aka Bayonne. “I’ve been doing a lot of performances and touring, so I haven’t had time to sit down and really focus on something. I was lucky enough to visit the Fort Collins brewery itself and I was pretty fascinated by how efficiently the place is run. And the crew… everyone is super, super nice.”

As part of the process, New Belgium Creative Director Steve Porcaro traveled to Austin, TX to document the making of the track and to produce a live performance video for “Falls” captured at The Mohawk – Bayonne’s favorite venue in Austin.

“I’ve always got my earbuds to the ground,” said Porcaro, “and Bayonne’s haunting, hypnotic sound immediately grabbed me. Being able to learn about his process, and see it unfold in front of me was truly inspiring and the live set at the Mohawk just brought the whole thing to another level. To experience the work from ideation to performance was powerful. He’s an amazing talent and we’re super happy to have worked together on this.”

Bayonne’s first full length album “Primitives” releases March 25th. His new song “Fallss”, the live video, and the documentary short film are available and downloadable only at http://www.newbelgium.com/citradelic.

Visitors to the site can also sign up to win a downloadable personal copy of “Primitives”, play around with psychedelic photo filters, and check out Citradelic-related events in their area.

“The best part of it is the feeling you get when you finish something you’re proud of,” said Bayonne. “The reason I make music at the end of the day is that I enjoy doing it… and I just have to keep chasing it, keep doing it.”

At New Belgium Brewing, we couldn’t agree more.