USA: Anheuser-Bush appoints Shawn 'JAY-Z' Carter as co-brand director for Budweiser select brand developing

Anheuser-Busch and Shawn "JAY-Z" Carter are joining forces, PRNewswire learned October 17 from the brewer’s press-release. Carter will collaborate with Anheuser-Busch as co-brand director for Budweiser Select. This association brings together the nation's No. 1 brewer and entrepreneurial urban icon to collaborate on strategic marketing programs and creative ad development.

In this role, JAY-Z will participate in Budweiser Select planning sessions to provide his unique spin, thoughts and insights on various brand programs. This deal marks the first time Anheuser-Busch has signed a celebrity to actively participate in the development of one of its beer brands.

"Collaborating with JAY-Z on marketing our Budweiser Select brand presents an opportunity to work with one of the world's great entrepreneurs and draws upon his expertise with pop culture, music and business," said Marlene Coulis, vice president of Brand Management, Anheuser-Busch, Inc. "His approach to reaching people in creative, groundbreaking ways that transcend cultural boundaries makes this alliance particularly exciting."

The first 60-second spot captures the essence of JAY-Z's latest single by incorporating scenes from his video recently shot in Monte Carlo and Nice, France. Set to the track of his new song "Show Me What You Got," the spot features JAY-Z, Dale Earnhardt Jr., NASCAR's most popular driver, and Danica Patrick, open wheel racing's most famous woman driver. The closing graphic reads, "JAY-Z is back, coming Nov. 21," in reference to the date JAY-Z will release his new CD.

The 30-second spot focuses on the energy of a VIP house party high atop the cliffs of Monaco. St. Louis-based ad agency Cannonball, collaborated with JAY-Z and the Budweiser Select brand team on the ads.

JAY-Z also will be involved in providing direction on other upcoming Budweiser Select television ads, radio spots, print campaign and several high- profile events.

"Show Me What You Got" is the lead single from JAY-Z's highly anticipated new solo album, "Kingdom Come." Scheduled for release on Tuesday, Nov. 21, the album marks JAY-Z's return to the rap game since retiring in 2003 and being appointed president and CEO of Def Jam Recordings.

Shawn Carter (aka "JAY-Z") has solidified himself as an entrepreneur, performer, trendsetter, spokesman and philanthropist. Since the formation of his own record company, Roc-A-Fella Records, and the subsequent release of his 1996 debut album, "Reasonable Doubt," Carter has cemented his reputation as one of the most formidable icons in both business and entertainment. He is currently the president and CEO of Def Jam Recordings, where he has signed platinum and multi-platinum artists such as Kanye West, Rihanna, Young Jeezy and Ne-Yo and NAS.

In addition, Carter oversees a multimillion dollar clothing company, Rocawear; is an investor in Carol's Daughter beauty line; and is part owner in the New Jersey Nets. He is also responsible for the Shawn Carter Scholarship Fund (scholarship fund for high school students) and The Annual JAY-Z Toy Drive. On his international, Global Express tour, Mr. Carter has teamed with the United Nations and MTV to bring awareness to the world's water crisis.

Launched nationally in February 2005, Budweiser Select offers consumers a bold taste and a full, distinct flavor that finishes clean.

Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 48.8 percent share of U.S. beer sales. The company brews the world's largest-selling beers, Budweiser and Bud Light. Anheuser-Busch also owns a 50 percent share in Grupo Modelo, Mexico's leading brewer, and a 27 percent share in Tsingtao, the No. 1 brewer in China. Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE Magazine's Most Admired U.S. and Global Companies lists in 2006. Anheuser-Busch is one of the largest theme park operators in the United States.

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