Post Malone Stays Out Late to Support Indie Venues and Artists
Bathed in a neon glow from neighborhood hotspots and backed by his shimmering track "I'm Gonna Be," Post Malone stars in a short film from Jägermeister, part of the German liqueur brand's ongoing "Save the Night" initiative to assist indie venues and artists amid the pandemic.
Directed by Academy Award nominee Zachary Heinzerling (Cutie and the Boxer), the minute-long clip, titled "Night Lights," creates an ethereal, ultimately upbeat mood, as Post and pals hit the town to sample some nightlife.
"We wanted to help raise awareness and send support to the whole nightlife community and anyone who's been affected during these tough times," Malone says in a statement. "All the artists, the creatives, the staff—this is for you."
The film's tone—empowering and joyous, but not overly so—feels in tune with the industry's resolve in the face of Covid reality.
That said, the track's a somewhat odd choice, despite edits to remove profanity. Lines like "Pop the top, fill my cup up" work fine, though the original's exhortation to "Keep 'em pourin' 'til I'm fucked up, oh yeah," was wisely excised.
Limited-edition Jägermeister bottles go on sale starting today in select stores, with some proceeds benefitting the National Independent Venue Association and the brand's Meister Fund that assists struggling artists. The bottle changes color when frozen, "and visually represents the efforts of fans, supporters and nightlife lovers to bring life back to nightlife," Jägermeister says.
Also, Malone will share nightlife stories on Jägermeister's "Our Stages, Our Stories" content series, and the brand will sponsor his Posty Fest on Oct. 30-31 at AT&T Stadium in Arlington, Texas, to help support the cause.
