Bud Light Brings The Roots' Legendary Jam Session Back To SXSW

The Bud Light x The Roots & Friends SXSW Jam returns to Austin to celebrate friendship and collaboration across musical genres with another star studded lineup

News provided by

Bud Light

Mar 09, 2017, 09:04 ET

NEW YORK, March 9, 2017 /PRNewswire/ -- Today, Bud Light, – announced plans to transform 800 Congress Street into the ultimate music space for festival goers to gather at this year's SXSW conference in Austin, TX. The beer that is "Famous Among Friends" and Super Sponsor of South By Southwest® knows creativity can spark at any time amongst friends, and this is especially true for musicians, who are known for collaborating with their friends constantly. With that in mind, the brand is teaming back up with The Legendary Roots Crew and some of their friends for a special SXSW Jam Session on Saturday, March 18.

The Bud Light x The Roots & Friends SXSW Jam will feature the Grammy Award-winning band along with R&B star Jidenna, Austin-native Shakey Graves, emerging singer-songwriter Cloves, hip-hop legends Method Man & Redman and several other surprise special guests.

"We are thrilled to be back in Austin for the second year in a row to bring the Bud Light x The Roots & Friends SXSW Jam to our fans and friends at the festival," said Alexander Lambrecht, vice president, Bud Light. "It feels natural to activate at South by Southwest where collaboration and friendship are cornerstones for the entire festival, especially this year on the heels of the launch of our 'Famous Among Friends' campaign."

In 2016, The Roots took to the Bud Light Factory stage at Brazos Hall for a one-of-a-kind SXSW Jam Session featuring special surprise guests Yo Gotti, Talib Kweli, Ashanti, Naughty by Nature, Tish Hyman, X Ambassadors, Marc E Bassy, Emily King, Too Short and an exclusive set from Big Grams (Big Boi + Phantogram).

"With this being our second straight year, we're really looking forward to another great Jam Session at SXSW with Bud Light," said The Roots. "We had a great time last year."

In addition to its support of the festival as the official beer sponsor, Bud Light is also unveiling limited edition Austin-themed cans and aluminum bottles. A tradition that began in 2016, the Austin-themed cans and aluminum bottles are designed by resident Austin artist Nate Duval and reflect the city's mantra "Keep Austin Weird" including the state of Texas and the Austin skyline within the artist's trademark whimsical designs. The Austin-themed cans and aluminum bottles will be available throughout the Austin area.

Additionally, invited guests and SXSW badge holders can partake in a daily "Friendly Hour" at 3 p.m. at the Austin Convention Center in the Bud Light Lounge from March 10 – March 19. Fully equipped with couches, phone charging stations, a screen printing activation and a photo booth the space will be setup for fans to experience Bud Light's friendly southern hospitality.

To view the full lineup of Bud Light Showcase, visit the SXSW Music Festival page and follow Bud Light on Facebook at Facebook.com/BudLight, on Twitter at @BudLight and on Instagram at @BudLight.

About Bud Light
Introduced in 1982, Bud Light is a premium light lager with a superior drinkability that has made it the best-selling and most popular beer in the United States. Bud Light is brewed using a blend of premium aroma hop varieties, both American-grown and imported, and a combination of barley malts and rice. The light-bodied beer features a fresh, clean and subtle hop aroma, delicate malt sweetness and a crisp finish that delivers the ultimate refreshment. For more information, visit www.BudLight.com.

About SXSW
The South by Southwest® (SXSW®) Conferences & Festivals offer the unique industry convergence of music, film, and emerging technologies. Fostering creative and professional growth, SXSW is the premier destination for discovery. The event is a launch pad for innovative content with new media presentations, music showcases and film screenings providing exposure for creators and compelling entertainment for attendees. Music, Film, and Interactive conference sessions present a forum for inspiration and learning, while business and networking opportunities thrive at the SXSW Trade Show and beyond. For more information, please visit http://www.sxsw.com. SXSW 2017 takes place March 10-19 in Austin, TX.

For More Information:
Miles Ritenour
[email protected]

Josh Dickinson
[email protected]

SOURCE Bud Light