The Project
Super Bowl Weekend
Done Differently
Amplified Production, in partnership with 160over90 and Anheuser-Busch, produced an exclusive concert experience featuring Zach Bryan headlining and Leon Bridges as the opening act — staged inside The Chelsea at The Cosmopolitan of Las Vegas on the Friday before the Super Bowl.
The Bud Light Backyard Tour transformed a premium Las Vegas venue into an intimate, brand-immersive concert environment for one of the biggest weekends in American sports culture.
The Challenge
Premium Execution
Under Pressure
Super Bowl weekend in Las Vegas is one of the most logistically compressed production environments in live events. Venues are at capacity, crews are stretched across the city, and the expectations of a global brand like Bud Light demand flawless delivery — there is no second chance on a night like this.
Pairing an artist at the peak of his career in Zach Bryan with the soulful presence of Leon Bridges required a production environment that could serve both acts while maintaining the intimate, backyard-style atmosphere central to the Bud Light brand concept.
Our Approach
Built for the
Moment
Working alongside 160over90 and the Anheuser-Busch team, Amplified Production managed the full production scope — from stage design and technical rider fulfillment to venue dressing and show flow. The Chelsea's intimate theatre-style layout was transformed into a branded backyard environment that felt personal despite its scale.
Every detail was coordinated to honour the artistic stature of both performers while keeping the Bud Light brand story front and centre — an authentic, unscripted night that felt less like a corporate event and more like a moment people would remember.
Zach Bryan and Leon Bridges on the Friday of Super Bowl weekend — Amplified Production delivered the kind of night that defines what brand entertainment can be when it's done right.
The Results
A Night That
Landed
The Bud Light Backyard Tour at The Chelsea was executed to the standard the weekend demanded. Zach Bryan's headlining set and Leon Bridges' opening performance delivered an electric night that generated significant social media reach and reinforced Bud Light's positioning as the beer brand that shows up for music and sport in equal measure.
The event stood as one of the most talked-about brand activations of Super Bowl weekend — a direct result of the seamless production experience Amplified Production delivered on behalf of 160over90 and Anheuser-Busch.
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