With Jay-Z announcing his SXSW appearance this upcoming Monday and 50 Cent invading the Shady 2.0 showcase to perform his Get Rich Or Die Trying album in its entirety, another powerhouse rapper will also make his way to Austin, TX next week.
Lil Wayne will invade SXSW as he has paired up with Mountain Dew to launch the #DeWeezy campaign, a full out assault that will include advertisements, a skate park being built in New Orleans and multiple appearances for the cause. Details of the partnership are supposed to be unveiled next week, but a statement from Mountain Dew explains a bit of how it came together.
"We are excited to partner Lil Wayne’s brand with a brand like Mountain Dew, a household name. Representatives from the Glu Agency approached us with the idea over a year ago, which was surprising to us because corporate America is often very conservative and Lil Wayne is a unique artist,” says Cortez Bryant, co-CEO of Blueprint Group. “However by showing interest in Lil Wayne, both Mountain Dew and the Glu Agency showed us they were forward thinking and valued the impact that Lil Wayne’s brand has had and will continue to have on global pop culture."