Lil Wayne Teams With Mountain Dew, Performing at SXSW

Picture: Billboard

Weezy and Mountain Dew have partnered for a new campaign, called DEWeezy. The campaign is set to formally kick off at South by Southwest in Austin next week. Images of the campaign first started appearing on downtown New York City wallscapes earlier this week and were later confirmed via a press release issued by Wayne’s management firm The Blueprint Group Friday morning.

The DEWeezy campaign will include advertisements, public appearances and the creation of a skate park in Lil Wayne’s hometown of New Orleans. There might be a possible touring component, Blueprint Group noted that the deal was “anchored in Lil Wayne’s touring presence and outside interests including skateboarding and the rebuilding of New Orleans.”

“We are excited to partner Lil Wayne’s brand with a brand like Mountain Dew, a household name,” Cortez Bryant, co-CEO of Blueprint Group said in a statement. “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.”

Mountain Dew has been more directly involved with hip-hop and indie music via its Green Label Sound, partnering with groups like The Cool Kids and U-N-I and rapper Theophilus London for exclusive music releases.