MUMBAI: Coors Light has teamed with top hip-hop DJ and producer, DJ Mustard for its Soundtrack reFRESH tour, which recently launched in Charlotte with special guest Fabolous. Over the summer, Coors Light brought together a collective of elite DJs in Atlanta, Baltimore, Charlotte, Chicago and Miami with a series of events in each city leading up to this national finale tour, headlined by the Los Angeles-based hitmaker DJ Mustard.
“Partnering with Coors Light is a great opportunity to celebrate the culture of music and regions of hip-hop,” said DJ Mustard. “This is going to be an experience to remember and I look forward to celebrating hip-hop with Coors Light.”
Led by DJ Mustard, the Coors Light Soundtrack reFRESH DJ Collective features DJ Infamous (Atlanta), DJ Quick Silva (Baltimore), DJ Dummy (Charlotte), DJ Sean Mac (Chicago) and DJ E Feezy (Miami). The finale tour, which started in Charlotte September 30 and kicked off BET Hip-Hop Awards Weekend in Atlanta on October 8, includes sets from each city’s respective DJ to highlight the various regional contributions to hip-hop. In addition, the finale events will feature a set by DJ Mustard, who will curate a custom soundtrack for the evening based on each city’s unique style, plus a special guest performance by Fabolous. Following last night’s stop in Chicago, the upcoming Coors Light Soundtrack reFRESH dates are October 16 in Baltimore, November 17 in New York City and December 5 in Miami.
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Coors Light also collaborated with lifestyle fashion designer Don C, who created exclusive Just Don® apparel for the Coors Light DJ Collective, including a special edition snapback hat, t-shirt and jacket.
“I started this conversation with Coors Light when we were shooting the ‘reFRESH’ commercials earlier this year,” said Don C. “I’m excited to finally see the design come to fruition, as I wanted the items to reflect the influence of the brand and the DJs properly.”
As part of the Soundtrack reFRESH program, Coors Light is an official sponsor of the Global Spin Awards in New York, where members of its DJ collective will present the DJ Remix of the Year Award. Additionally, VIP guests will be welcomed to the Coors Light ‘reFRESH’ lounge to mix and mingle prior to the awards show.
“Music and fashion have always helped shape culture, and hip-hop continues to be innovative and influential,” said Coors Light, associate multicultural marketing manager, Joe Sargent. “Music and fashion vary regionally across the country and Soundtrack ‘reFRESH’ is a way for Coors Light to highlight these unique sounds and styles that are important to our consumers.”
