Beck’s takes us behind-the-scenes into Kid Cudi’s recording studio, where the musician talks about his creative processes and offers an insight into how he came to design his own Beck’s beer label. Each year, Beck’s selects six artists, from different disciplines, to design original creative work for their bottle labels – totalling 13.2 million labels globally. Shot by Ill Roots on both digital and analog VHS, this 2 minute video gives viewers an inside look at one of music’s most focused current forces. Take a look, above.