Rapper Jay-Z adds beer to his resume
Entertainer tapped as co-brand director of Anheuser-Busch's Budweiser Select.
NEW YORK (CNNMoney.com) -- Anheuser-Busch, Inc. is teaming up with rapper Jay-Z, positioning him as co-brand director of Budweiser Select.
The nation's No. 1 brewer says Jay-Z, whose real name is Shawn Carter, will participate in Budweiser Select planning sessions to provide a unique spin on various brand programs and advertising, according to a press release.
Jay-Z, owner of Roc-A-Fella Records and president and CEO of Def Jam Recordings, also oversees multimillion-dollar clothing company Rocawear, is part owner of the New Jersey Nets, and is an investor in the beauty line Carol's Daughter.
The collaboration jump-started the promotion of Jay-Z's newest album, "Kingdom Come," with a commercial that aired during "Monday Night Football" on ESPN. The ad also featured NASCAR driver Dale Earnhardt, Jr. and Indy Racing League driver Danica Patrick.
The closing graphic of the commercial read, "Jay-Z is back, coming Nov. 21," in reference to the release date of his new CD.
The company says Jay-Z also will be involved in aiding the direction of upcoming Budweiser Select television ads, radio spots, a print campaign and high-profile events.
The deal marks the first time Anheuser-Busch (down $0.51 to $47.49, Charts) has signed a celebrity to actively participate in the development of one of its beer brands.
Coca-Cola (up $1.13 to $46.04, Charts) and Pepsi (up $0.06 to $32.10, Charts) have also been known to tap celebrities to participate in advertising campaigns.