Aspiring MCs can upload their best original track to searchforthecoldest.com by May 1, 2011 to join the online campaign where fans will vote their favorites into a semifinal round. The top winners from four geographic regions (North, South, Midwest and West) will open for N*E*R*D and Pac Div during the Search for the Coldest tour in Atlanta, New York City and Baltimore.
Tickets will not be sold for these events but consumers can win tickets through radio and on-premise promotions. Universal Music Group (UMG), the world’s leading music company, partnered with Coors Light on the Search for the Coldest program to provide this opportunity with artists N*E*R*D and Pac Div. UMG is also providing the winner with $10,000 of studio time to record a new track. “We decided to be a part of Search for the Coldest because it provides a fresh and new way to connect with our fans and it’s a smart and innovative contest,” said Pharrell Williams of N*E*R*D.
Coors Light has launched a national competition for the Coldest MC in America. Search for the Coldest gives the next generation of MCs a once-in-a-lifetime opportunity to showcase their skills online, in the studio, and before large crowds. “Coors Light, has long-been a leading innovator in the American beer category and we are once again offering something new and fresh to consumers with our Search for the Coldest program,” said Sheldon Boyea, brand manager, African American Marketing for MillerCoors. “Hip Hop has also fueled innovation in music across the globe and we’re excited to work with Universal Music Group to help find the next, Coldest MC.”
Coors Light fans who aren’t MCs can also take part in Search for the Coldest through a fan appreciation sweepstakes. Music lovers who vote for their favorite performers online at www.searchforthecoldest.com may enter to win more than $50,000 in prizes. Daily prize giveaways include Universal Music Group music downloads for exclusive tracks, T-shirts, MP3 players, headphones. Five lucky voters will receive airfare and hotel accommodations for two to the 2011 ESSENCE® Music Festival, July 1-3, in New Orleans.