Bud Light announced plans to transform 800 Congress Street into the ultimate music space for festival goers to gather at this year's SXSW conference in Austin, TX. With the "Famous Among Friends" motto in mind, the brand is teaming back up with The Legendary Roots Crew and some of their friends for a special SXSW Jam Session on Saturday, March 18.
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.
"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," said Alexander Lambrecht, vice president, Bud Light.
"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."
In 2016, The Roots took to the Bud Light Factory stage at Brazos Hall for a one-of-a-kind SXSW Jam Session featuring special surprise guests Yo Gotti, Talib Kweli, Ashanti, Naughty by Nature, Tish Hyman, X Ambassadors, Marc E Bassy, Emily King, Too Short and an exclusive set from Big Grams (Big Boi + Phantogram).
"With this being our second straight year, we're really looking forward to another great Jam Session at SXSW with Bud Light," said The Roots. "We had a great time last year."
Additionally, invited guests and SXSW badge holders can partake in a daily "Friendly Hour" at 3 p.m. at the Austin Convention Center in the Bud Light Lounge from March 10 - March 19. Fully equipped with couches, phone charging stations, a screen printing activation and a photo booth the space will be setup for fans to experience Bud Light's friendly southern hospitality.