The 'Jam Sessions' aim to prove that creativity can spark at any point between friends, and Bud Light will be illustrating this by bringing the Roots Crew & Friends along for a special musical collaboration on 18 March.
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.
Alexander Lambrecht, vice president at Bud Light, said: "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. 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."
Bud Light is also unveiling Austin-themed cans and aluminum bottles to celebrate its position as the official beer sponsor of SXSW. The Austin-themed cans and aluminum bottles are designed by resident Austin artist Nate Duval and reflect the city's mantra "Keep Austin Weird".
Additionally, guests and SXSW badge holders can take part in a daily "Friendly Hour" at 3pm at the Austin Convention Centre in the Bud Light Lounge from 10-19 March. The lounge is fully equipped with couches, phone charging stations, a screen printing activation and a photo booth for fans to experience Bud Light's "Famous among Friends" to its full extent.
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