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Mountain Dew has been dabbling in the world of music and youth culture over the years after partnering with Lil Wayne and rising star Joey BadA$$. The beverage company has decided to jump into the digital lifestyle arena after announcing earlier today (April 30) a partnership with Complex Media to launch the new Green Label entertainment and culture website. 

With existing projects, such as Green Label Sound, Green Label Art, and Green Label Exclusives, already in place, the website aims to explore various aspects of entertainment. Sports, music, art, fashion and other related subjects will get expanded coverage all powered by and connected to the Complex Media network.

From the press release:

“The Mountain Dew brand is built upon a deep understanding and ability to authentically resonate with youth culture,” said Greg Lyons, Vice President of Marketing, Mountain Dew. “When our legacy Green Label programs were created, we were among the first to give promising musicians and artists an opportunity to express themselves – today, with the new Green Label destination, we’re expanding to a new platform for expression and engagement.”

“Green-label.com is an innovative marketing partnership between Mountain Dew and Complex Media that will be ad-supported like other sites in the Complex Media group, with advertising sold by Complex Media,” said Rich Antoniello, CEO of Complex Media.  “Green-label.com breaks new ground not only editorially but in the unique way in which we’ve structured our partnership; we both stand to benefit by leveraging Complex’s expertise in content and engaging an audience.”

To learn more about the Green Label website, click here.

Photo: Green Label

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