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Jay Electronica Lands in New Mountain Dew Campaign

Tim Mosenfelder, Getty Images

Jay Electronica has yet to release his debut album, but a major endorsement deal has already materialized for the recent Roc Nation signee, who appears in a new ad for Mountain Dew.

The New Orleans emcee is featured in a new commercial for Mountain Dew’s Code Red campaign “It’s Different on the Mountain.” In the video ad, Jay Elect presents a remixed version of his song ‘The Announcement’ on stage, before the footage wraps up with the tag line, “Hip Hop Is Different on the Mountain.”

“This is the first time I’ve done something like this … of this magnitude, this nature,” Jay Electronica explained about the collaboration with Mountain Dew. “I’m pretty excited about it … As artists, we come to a point where we conform so much, that when somebody is actually trying to learn who they are and express who they are as an individual and give their expression it’s foreign.” Check out Jay Electronica’s Mountain Dew commercial after the jump.

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