Kid Cudi collaborates with Beck's Beer as a part of their artist series campaign. In the clip, Cudi discusses his creative processes and the responsibility that comes with having a purpose, as well as working with Beck's on designing a label for their bottle. He breaks down the design as being inspired by the Man On The Moon trilogy. We've obviously been huge fans of Cudi for a while now, and for him to ask us to do this is truly amazing. Check it out above. #ILLROOTS3.