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Banging a Wrapped Drum at the Super Bowl

Brand Imaging Group produces a one-of-a-kind drum wrap for the Red Hot Chili Peppers and the Super Bowl.




What’s the most watched musical event of the year? The Grammys? Nope. The Country Music Awards? Wrong. The MTV Video Music Awards? Sorry. The answer: the halftime show at the Super Bowl. Last year, more than 100.5 million people in the US viewed the performance.

This year’s halftime Super Bowl spectacular included the Red Hot Chili Peppers, whose drummer – Chad Smith – did his thing on a limited-edition, custom drum set created by Pearl Drums and wrapped with graphics that were produced by Nashville-based Brand Imaging Group (

Being based in Music City USA, Brand Imaging has created its share of graphics for musical instruments. “We wrap musical instruments on a regular basis – drums, guitars, and more for promotional use, trophies, souvenirs, and so on,” says Mark Gray, the company’s director of sales. But this is its first Super Bowl-related instrument.

Pearl supplied the images of the various NFL football team logos, approved through NFL Properties, then Brand Imaging went to work on producing the wrap.

The shop selected its Fujifilm Acuity with Acuity UV inks for the project in part “because we needed to use white ink in the printing process,” says Gray. The client wanted the clear acrylic drum shells to be wrapped with an etch-look vinyl because, when finished, the drums would utilize an internal LED light kit to illuminate the drums as Smith played them. Brand Imaging chose Orafol’s Oracal Translucent Series 8510 Silver Coarse, designed to simulate etched or frosted glass, as the media for this project.

“The satin appearance of the Acuity UV inks perfectly complemented the satin look of the Oracal media,” says Gray. “The LED light kit is also a color-changing kit, and the different looks that it produces were exactly what the client was looking for. We applied the wrap to the outside of the shells without a laminate.”


Once the drum shells were wrapped, they were delivered back to the client’s facility, where the lighting was installed and the assembly of the drum was completed.

After the halftime extravaganza, the drums (complete with limited-edition Sabian cymbals) will be broken into two separate drum sets – an AFC kit and an NFC kit. Both drum sets will then be auctioned off at NFL Auction ( to benefit Make-A-Wish, which helps grant wishes for children with life-threatening medical conditions. The auction closes February 7, 2014.

“The biggest challenge here was time,” says Gray. “This program was put together rather quickly, and it involved creative and approval processes from the NFL, Pearl Corporation, Make-A-Wish Foundation, the Red Hot Chili Peppers, etc. Because we work every day with music and promotional agencies, we’re used to lengthy approval processes, but without the help and dedication of all of the parties involved, we could not have helped pull this off in time for the big game!”

Brand Imaging Group in Nashville produces large- and grand-format prints, custom banners, fleet graphics and vehicle wraps, architectural and three-dimensional signs, digital signs, tradeshow and event displays, point-of-purchase materials, building signs, and musical instrument wraps of all kinds. According to the most recent Inc. 5000 list, Brand Imaging Group is the fastest-growing sign company in America and the top sign company in Tennessee, the company reports.





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