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The Blueprint Group—the management super-company formed by the combination of Gee Roberson’s Hip Hop Since 1978 and Cortez Bryant’s Bryant Management—has formally announced a partnership between Lil Wayne and Mountain Dew. Full details of the DEWeezy ad campaign will be announced at this year’s SXSW Festival in Austin, Texas.

“We are excited to partner Lil Wayne’s brand with a brand like Mountain Dew, a household name,” said Weezy’s longtime manager and childhood friend Cortez Bryant in a press statement. “Representatives from the Glu Agency approached us with the idea over a year ago, which was surprising to us because corporate America is often very conservative and Lil Wayne is a unique artist. However 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.”

The Glu Agency is responsible for the artwork and other installations from the DEWeezy campaign that have already started appearing. Besides the ad campaign, plans include the building of a skatepark in Weezy’s native New Orleans.

“Lil Wayne and his forward thinking manager, Cortez Bryant of Blueprint Group, were an obvious choice for us,” said Derek Jackson, Founder & CEO of Glu Agency, via press statement. “Mountain Dew is an iconic, cutting edge lifestyle brand and we could not think of a better merger than with a superstar such as Lil Wayne who is constantly pushing the envelope through his music and celebrity.”

Lil Tunechi is definitely a brand worth partnering with. Besides millions of records sold, the CEO of Young Money is about to release Nicki Minaj’s sophomore album, Pink Friday: Roman Reloaded, recently launched his Trukfit clothing line and made a killing on during 2011’s sold out I Am Still Music Tour.




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Photo: Glu Agency