Blueprint Group, the leading artist development and management company recently formed through the merge of Gee Roberson’s Hip Hop Since 1978 and Cortez Bryant’s Bryant Management, today announced a first-of-its-kind multi-faceted partnership for their artist Lil Wayne with Mountain Dew.

Lil Wayne and Mountain Dew will team up for a synergistic, advertising partnership entitled DEWeezy, complete with advertisements, appearances and the building of a skate park in Lil Wayne’s hometown of New Orleans. While full details will be announced at this year’s South by Southwest (SXSW) Music Conference and Festival, the DEWeezy campaign has already begun buzzing on social media sites with images of theiconic artist appearing in the form of street art and painted murals. Overseen by Blueprint Group and produced by GLU Agency, the campaign, driven by social responsibility and giving back, emphasizes the importance of successful private-public partnerships. Blueprint Group worked closely with Glu Agency to expand the partnership into a full scale campaign, anchored in Lil Wayne’s touring presence and outside interests including skateboarding and the rebuilding of New Orleans.

A statement from Mountain Dew is below regarding their partnership with Lil Wayne:

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,” says Cortez Bryant, co-CEO of Blueprint Group. “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