Last March, Taco Bell launched their Feed The Beat®  programme in UK, supporting artists such as High Vis, Neck Deep, Felixthe1st and MISOGI. This month, Welsh quartet James and the Cold Gun have their single ‘Guessing Games’ featured in Taco Bell’s new national advert, leading into the release of the group’s new LP, Face In The Mirror, due out 25 April, along with select UK live dates.

“We’re really stoked that Taco Bell reached out about using our new song ‘Guessing Games’ for this advert. We’ve been on two American tours in the past few months and we wouldn’t have survived had it not been for post-show, 2am Taco Bell meals! It feels surreal but fitting to be working with Taco Bell when their food has been such a big part of our touring in the U.S. and now in the UK,” said James Joseph, of James and the Cold Gun.

James and the Cold Gun’s Face In The Mirror (Loosegroove Records) was produced by the band and mixed by Brendan O’Brien (Soundgarden, AC/DC, Red Hot Chili Peppers, Stone Temple Pilots). It took less than three years for James And The Cold Gun to go from a garage in Cardiff to performing at Hyde Park in support of Pearl Jam and Guns N’ Roses. That kind of explosive growth is reflected in the band’s sound: a loose, loud energy that channels the glory days of 1990s alt-rock, when electric guitars ruled the airwaves.

Feed The Beat has been a driving force behind artist discovery and fan engagement for Taco Bell in the U.S. since 2006. Over the past year, Feed The Beat has been helping to fuel British artists on the road across the UK, launching the ‘Encore Hours’ programme, at which fans are given free tacos at nearby Taco Bell locations following the artist’s gig. Taco Bell also gives artists the chance to have their music featured in Taco Bell commercials and provides amplification through Taco Bell’s social presence

Feed The Beat submissions were recently open worldwide for artists to apply. Finalists will be announced on 30, April. No doubt with a fresh crop of UK artists to support. More information can be found at FeedTheBeat.com.

Since its start in 2006, Feed the Beat has been a driving force behind artist discovery and fan engagement for Taco Bell. The program has backed over 2,000 artists and bands from their earliest days making music and hitting the road, including the likes of Frankie & The Witch Fingers, Magdalena Bay, NEIL FRANCES, Stand Atlantic, and many others.

Catch James and the Cold Gun on tour:

04/23 – Cardiff, UK @ Clwb Ifor Bach
04/25 – Newcastle, UK @ head of Steam
04/27 – Glasgow, UK @ Attic Bar, The Garage
04/29 – Camden, UK @ Camden Assembly

Band Photo – Luke Shadrick

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