Coors Light® Search For The Coldest® Returns For Third Year With Celebrity Judge, Ice Cube

  Coors Light® Search For The Coldest® Returns For Third Year With Celebrity
                               Judge, Ice Cube

Southern rap legend, Bun B, joins Ice Cube and DJ Drama as judge in $20,000
national hip-hop competition

PR Newswire

CHICAGO, April 1, 2013

CHICAGO, April 1, 2013 /PRNewswire/ -- Coors Light^® Search for the Coldest^®
is back for its third year with celebrity judges, Ice Cube, Bun B, and DJ
Drama, to find the Coldest MC in the country. Search for the Coldest is a
national hip-hop contest that has gained nearly 150,000 online votes since its
inception in 2011, giving up-and-coming MCs a national stage to showcase their
talents, and a chance to win $20,000. With the addition of two new tour cities
this year, Dallas and Chicago, Search for the Coldest also gives music fans
the opportunity to experience live concerts, featuring some of today's top
hip-hop artists. Artists performing on the 2013 Search for the Coldest tour
include: Juicy J, Pusha T, French Montana and more.

"I'm excited to partner up with Coors Light again to search for the Coldest MC
in the country," said Ice Cube. "It was great to see so much talent last year
and with the game evolving, I'm glad that Coors Light is staying connected and
providing a platform for upcoming MCs to shine."

After traveling the country last year, hitting major cities with concerts
featuring performances by Wale, Bun B, and Big K.R.I.T, Charlotte finalist,
Felony Fame, was crowned the 2012 Coldest MC at the New York finale, where Def
Jam recording artist Fabolous performed. This year, Bun B, of iconic southern
rap duo UGK, will join Ice Cube and DJ Drama for an eight-city tour hitting
Dallas, Charlotte, New Orleans, Baltimore, and Philadelphia, with semifinal
events in Chicago and Atlanta. One talented lyricist will be crowned the 2013
Coldest MC at a grand finale concert in New York, and walk away with $20,000
and more.

"Coors Light, The World's Most Refreshing Beer, is proud to recognize and
reward refreshing voices in hip-hop" says Mwanza Lumumba, Brand Manager, Coors
Light African American marketing. "Our goal is to refresh the most people this
summer, which is why we're taking Search for the Coldest into two new cities.
We look forward to giving more fresh MCs the opportunity to showcase their
talents."

In addition to the eight-city concert tour, the new Coors Light MyStudio
Mobile Tour Bus – a mobile recording studio where fans can record their own
tracks – will be making stops throughout the country. For MyStudio tour dates,
visit SearchForTheColdest.com. Fans can also interact with Search for the
Coldest at the 2013 ESSENCE Festival^™ in New Orleans, with chances to win
prizes including a VIP trip to the Search for the Coldest grand finale in New
York City.

Contest Overview:
Contestant Submissions: April 1 – April 27
The contest begins with online submissions for those 21+. MCs upload an audio
track or video of an original composition to SearchForTheColdest.com, between
April 1 and April 27, to be voted on by fans and celebrity judges.

Voting: April 3 – June 30
Legal-drinking-age consumers can vote for their favorite MC from April 3 –
June 30, with the top contestants selected to perform during local artist
showcases and semifinal concerts. Voters will help decide who will perform in
the grand finale.

Artist Showcases
Semifinalists will be chosen through the following live and online channels:

  oArtist Showcase in Dallas on June 13
  oArtist Showcase in Charlotte on June 27
  oArtist Showcase in New Orleans at ESSENCE Festival^™ on July 6
  oArtist Showcase in Baltimore on July 10
  oArtist Showcase in Philadelphia on July 11
  oNew York-based semifinalist, chosen via online submission
  oChicago-based semifinalist, chosen via online submission
  oAtlanta-based semifinalist, chosen via online submission

Semifinalists
Finalists will be chosen through the following live and online channels:

  oSemifinal Concert in Chicago on July 16
  oSemifinal Concert in Atlanta on July18
  oVideo channel semifinalist, best video submitted
  oWild card semifinalist, best MC among all other markets

Both the artist showcases and semifinal events will feature celebrity
performances. Winners of the semifinals, including the video channel and wild
card semifinalists, will make it to the grand finale in New York City for a
chance to be crowned the 2013 Coldest MC.

Grand Finale: August 1
Contest finalists will battle it out in New York City. Celebrity judges Ice
Cube, Bun B and DJ Drama will select one contestant to be crowned the Coldest
MC, and awarded the Super Cold Debut grand prize package, which includes:

  o$20,000
  oThree hours of studio time to record an exclusive track co-produced by DJ
    Drama, featuring a verse by Bun B
  oA slot on the 2013 Search for the Coldest Mixtape hosted by DJ Drama
  oMedia coverage including VIBE and Complex

For rules and details, visit http://www.SearchForTheColdest.com.

About MillerCoors
Built on a foundation of great beer brands and nearly 300 years of brewing
heritage, MillerCoors continues the commitment of its founders to brew the
highest quality beers. MillerCoors is the second-largest beer company in the
United States, capturing nearly 30 percent of beer sales in the U.S. and
Puerto Rico. Led by two of the best-selling beers in the industry,
MillerCoors has a broad portfolio of brands across every major industry
segment. The portfolio is led by the company's premium light brands: Coors
Light, Miller Lite and Miller64. Coors Light, the World's Most Refreshing
Beer, offers consumers refreshment as cold as the Rockies. Miller Lite
established the American light beer category in 1975, offering beer drinkers a
light beer that tastes like beer should. Miller64 is 64 calories of crisp,
light taste that complements a balanced lifestyle. MillerCoors brews premium
beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High
Life and Keystone Light. Tenth and Blake Beer Company, MillerCoors craft and
import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch
and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon
Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates
eight major breweries in the U.S., as well as the Leinenkugel's craft brewery
in Chippewa Falls, Wisc. and two microbreweries, the Tenth Street Brewery in
Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.
MillerCoors vision is to create the best beer company in America through great
people changing the way America enjoys beer. MillerCoors builds its brands the
right way through brewing quality, responsible marketing and sustainable
environmental and community impact. MillerCoors is a joint venture of
SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com,
at facebook.com/MillerCoors or on Twitter through @MillerCoors.

SOURCE MillerCoors

Website: http://www.millercoors.com
Website: http://www.SearchForTheColdest.com
Contact: Karina Diehl (press contact only), MillerCoors, +1-312-496-2973,
karina.diehl@millercoors.com; or Tony Balasandiran (press contact only),
Flowers Communications Group, +1-312-228-8809, tbalasandiran@flowerscomm.com
 
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