Arts & Culture

Bud Light Brings the Roots Back for Annual Jam Session at SXSW

It’s that time of year again! As the details continue to unfold regarding this year’s South by Southwest festival, attendees are eagerly filling up their calendars while those at home live vicariously through social media.


Continuing a tradition set last year, Bud Light has teamed up with the Roots once again to celebrate networking, friendship and collaboration across musical genres, three key components that Austin’s annual interactive film and music festival is renowned for fostering.


As recently announced, the Roots will play host at 800 Congress Street in the heart of Austin, curating a special showcase that also doubles as the launch of Bud Light’s new “Famous Among Friends” campaign.


For the second annual jam session, the legendary Roots will also be joined on stage by Jidenna, Shakey Graves, Cloves, Method Man and Redman and a slew of other surprise 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,” Bud Light Vice President Alexander Lambrecht shared in a statement. “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.’”


True to the spirit of celebration, Bud Light also will unveil its limited edition Austin-themed packaging, adding to its support of the festival as the official beer sponsor.

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