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Lil Wayne SXSW 2012: Rapper Launches DEWeezy Campaign During Show

Mark Davis, Getty Images

Jay-Z and Kanye West had already hit the stage for SXSW by the time Lil Wayne grabbed the mic on Thursday night (March 15). But this hip-hop titan had a different agenda, other than just performing his classic works for fans. He was there to announce a new campaign with Mountain Dew: DEWeezy. The New Orleans native joined forces with the brand to serve as a spokesman at public appearances, star in advertisements and to get a skate park created in his hometown.

“I am here on behalf of Young Money-Cash Money, Trukfit and Mountain Dew,” Weezy said during the show, held at the Austin Music Hall. “And what I want you to do tonight is lose your f—ing mind.”

Dressed in a blue T-shirt, white shorts and a black fitted cap, ‘Tha Carter IV’ rhymer brought out special guests as he performed, which included Birdman, the Mountain Dew skate team, Birdman and Bow Wow, who rapped his new track ‘Sweat.’

The DEWeezy campaigned was created by Mountain Dew and Blueprint Group in partnership with the Glu Agency and managed by hip-hop business veteran Derek Jackson.

“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. “[B]y 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.”

Watch Lil Wayne Perform at SXSW 2012

See Photos of Hip-Hop and R&B Musicals Imagined

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