Jay-Z: From Cristal to Bud

Thu., Oct. 19, 2006 11:49 AM PDT by Gina Serpe

What Jay-Z once did for Cristal, he's now looking to do for Budweiser Select. Only without the acrimonious, race-card-playing fallout.

Anheuser-Busch has hired the shill-friendly rap icon as the new co-brand director of its beer line, a position which will not only ensure that the musician's marketing prowess will take center stage at development meetings, but might even merit a name check or two in the newly unretired rapper's lyrics.

Though we're sure that thought never crossed the company's mind.

"Collaborating with Jay-Z presents an opportunity to work with one of the world's great entrepreneurs and draws upon his expertise with pop culture, music and business," Marlene Coulis, Anheuser-Busch's vice president of brand management, said in a statement.

"His approach to reaching people in creative, groundbreaking ways that transcend cultural boundaries makes this alliance particularly exciting."

Particularly if the people he's reaching happen to have parched mouths, valid IDs and disposable income.

The alcohol purveyors have stayed otherwise vague on Jay-Z's exact job description, claiming he will "provide his unique spin, thoughts and insights on various brand programs" and "actively participate in the development" of Budweiser Select.

So far, the extent of his active participation has been to appear in two commercials for the beer company, though there's no word on whether his unique insight was consulted for the shoot.

The first 60-second spot premiered during ESPN's Monday Night Football this week, and featured clips from the rapper's music video "Show Me What You Got" interspersed with shots of NASCAR's Dale Earnhardt Jr. and Danica Patrick, as well as Hova himself.

No demographic left unturned there.

The ad closed with the tagline, "Jay-Z is back, coming Nov. 21," referencing the date his long-awaited comeback album, Kingdom Come, drops.

The other 30-second spot features a VIP house party—is there any other kind?—in Monaco and again uses Jay-Z's single as the background music.

The 36-year-old entrepreneur, born Shawn Carter, is also due to collaborate on upcoming TV and radio commercials for the beer company, as well as appear in a print campaign and offer face time in support of the beverage at several high-profile events.

Anheuser-Busch also claims Jay-Z will be an integral part of Bud.TV, an online entertainment site the company plans to launch, which will be aimed at the twentysomething imbiber.

The penchant for hawking alcoholic goods is nothing new for the Grammy-winning rapper, who last year appeared in a series of TV and online spots for Heineken, who in turn recently sponsored the South African leg of his tour.

Beyoncé's better half doesn't just limit himself to mood-altering endorsements, however. He's also appeared, along with Pharrell Williams and Shaun White, in TV and online spots for HP's "The Computer Is Personal Again" marketing campaign since May.