The brewing company celebrates its 253rd anniversary with a secret musical event whose date, time and headliners are revealed over time.

What started out an anniversary celebration three years ago to commemorate 250 years of business for Guinness Brewing Co. has turned into an annual concert series. Arthur's Day, named after the founder, will be celebrated in Dublin on September 27th.

To lead up to the event, Guinness is sponsoring an online collaboration called Paint the Town Black on September 26th, which allows fans to claim a pixel on a huge billboard. Once a fan signs up, they can watch a live feed of the display being filled in. The final product will reveal two performers who are headlining at the event. The video below shows the process, which was done for the festival held on September 17 in Singapore.

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