Supporting emerging artists is in DNA of the Mountain Dew bubble drink brand, which never misses an opportunity to get together with younger creatives on various projects or occasions. One of the most energetic PepsiCo’s brands (by nature and style, not by containing caffeine) has teamed up with 19-year old genius of rap Mac Miller, described as “Twitter sensation” by Rolling Stone (now, he’s got over 1,120,000 followers and counting), who released his debut album Blue Slide Park yesterday, November 8. The iconic drink to support the artist’s first headlining US tour (click here to see where it is going to stop), which will be rolling across 32 cities of the country with 35 concerts this fall, produce a range of promotional merchandize to be sold at each of the show and more.
Photo: Mountain Dew’s collaborates with Mac Miller
“When we look for artists to partner with, we look for people who embody that do-it-yourself ethos in their work. Mac is a perfect fit. Mac is known for his tight connection to his fans, which is something that is also really important to Mountain Dew. As we see it, working with an independent artist like Mac is a win for everyone—the artists get support for their work that they might not find from a traditional label. Fans get to experience great shows and original tracks, and Mountain Dew gets to be a part of it,” noted Hudson Sullivan, brand manager for Mountain Dew at PepsiCo as quoted by www.billboard.com.
The collaboration with the young rap star also includes a live internet broadcast of the album release show at the West Hollywood House of Blues for those who are not able to attend it in person (it’s steaming now here). In addition to that, the bubble drink brand is going to release a remix of The Cool Kids’ Penny Hardaway on the Mountain Dew record label Green Label Sound (all the details on the track will be available on www.greenlabelsound.com). Earlier this year, at SXSW Green Label Sound’s showcase Mac was invited to perform with Chromeo, The Cool Kids, Classixx and Theophilus London live on stage.