Bud Light Brings the Roots Back for Annual Jam Session at SXSW

NEW ORLEANS, LA - FEBRUARY 18:  The Roots perform during GQ Celebration of NBA All-Star Weekend 2017 at Ogden Museum Of Southern Art on February 18, 2017 in New Orleans, Louisiana.  (Photo by Tyler Kaufman/Getty Images for GQ)

Bud Light Brings the Roots Back for Annual Jam Session at SXSW

The legendary group will be joined by Jidenna, Shakey Graves, Method Man, Redman and more.

Published March 10, 2017

It's that time of year again! As the details continue to unfold regarding this year's South by Southwest festival, attendees are eagerly filling up their calendars while those at home live vicariously through social media.

Continuing a tradition set last year, Bud Light has teamed up with the Roots once again to celebrate networking, friendship and collaboration across musical genres, three key components that Austin's annual interactive film and music festival is renowned for fostering.

As recently announced, the Roots will play host at 800 Congress Street in the heart of Austin, curating a special showcase that also doubles as the launch of Bud Light's new "Famous Among Friends" campaign.

For the second annual jam session, the legendary Roots will also be joined on stage by Jidenna, Shakey Graves, Cloves, Method Man and Redman and a slew of other surprise 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,” Bud Light Vice President Alexander Lambrecht shared in a statement. “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.'”

Stemming from the success of last year's event, which featured the likes of Yo Gotti, Talib Kweli, Ashanti, Naughty by Nature, Tish Hyman, Marc E Bassy, Too Short and an exclusive set from Big Grams (Big Boi + Phantogram), this year is slated to be just as memorable for those making the annual trek to Austin for SXSW. True to the spirit of celebration, Bud Light also will unveil its limited edition Austin-themed packaging, adding to its support of the festival as the official beer sponsor. Needless to say, it's definitely going to be lit.

For more information, check out the flyer below.

Written by KC Orcutt

(Photo: Tyler Kaufman/Getty Images for GQ)


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