The painted panel on Madison Avenue, between 124th and 125th Streets is part of a newly formed ad campaign DEWeezy with Lil “Weezy” Wayne and Mountain Dew, announced at the SXSW Festival in Austin, Texas, last week.
Weezy’s manager and childhood friend Cortez Bryant said:
“We are excited to partner Lil Wayne’s brand with a brand like Mountain Dew, a household name. Representatives from the Glu Agency approached us with the idea over a year ago, which was surprising to us because corporate America is often very conservative and Lil Wayne is a unique artist. However by showing interest in Lil Wayne, both Mountain Dew and the Glu Agency showed us they were forward thinking and valued the impact that Lil Wayne’s brand has had and will continue to have on global pop culture.”
The artwork appearing in Harlem is part of this campaign ads for Weezy’s new partnership, like artwork and other ad sources that are handled by he Glu Agency. Derek Jackson, the Founder & CEO of the Glu Agency, said of the new campaign:
“Lil Wayne and his forward thinking manager, Cortez Bryant of Blueprint Group, were an obvious choice for us. Mountain Dew is an iconic, cutting edge lifestyle brand and we could not think of a better merger than with a superstar such as Lil Wayne who is constantly pushing the envelope through his music and celebrity.”
Photo by Danny Tisdale for Harlem World Magazine.