Lil’ Wayne and Mountain Dew launch ‘DEWeezy’ campaign | News

If you think you see a lot of Lil’ Wayne already, you ain’t seen nothin’ yet.

The Young Money/Cash Money frontman has teamed up with Mountain Dew for DEWeezy, an aggressive, multi-tiered advertising partnership utilizing both traditional promo methods like print ads and nontraditional methods like street art and painted murals.

The DEWeezy campaign is the brainchild of the Blueprint Group, an artist development and management company recently born from the merger of Cortez Bryant Management and Hip-Hop Since 1978, led, respectively, by Wayne’s longtime manager Cortez Bryant and industry veterans Gee Roberson and Kyambo “Hip-Hop” Joshua, who rose to prominence through their work with Roc-A-Fella Records and Kanye West. Roberson is also chairman of the recently relaunched Geffen Records while Joshua is the President of the Urban Division at Columbia Records. Obviously this union wields a lot of power.

The Blueprint Group worked closely with Glu Agency – a company described, simply, as “creativity at all levels” – to expand their partnership into a full-scale campaign rooted in Wayne’s powerhouse status in music and his varied outside interests like skateboarding and rebuilding his hometown of New Orleans, which is still reeling from the effects of Hurricane Katrina.

“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,” Bryant said in a statement.

“Lil Wayne and his forward thinking manager, Cortez Bryant of Blueprint Group, were an obvious choice for us,” says Derek Jackson, Founder & CEO of Glu Agency. “Mountain Dew is an iconic, cutting edge lifestyle brand and we could not think of a better merger than with a superstar such as Lil Wayne who is constantly pushing the envelope through his music and celebrity.”

Jackson adds that “philanthropic and social responsibility is the unwavering core of this vision.”

Full details about the DEWeezy campaign will be unveiled at this week’s SXSW Music Conference and Festival.

[Source: AltSounds]

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