There are very few names in music that define the very concept of collaboration more than The Legendary Roots Crew (AKA The Roots), so when you’re an enormous brand celebrating “music, friendship, and collaboration” at SXSW you’d be remiss not to call upon the iconic band to lead the party. That’s what Bud Light are doing for their third consecutive year, hosting an epic jam session with The Roots and a few of their most famous friends including Atlanta legend Ludacris, Irish up-and-comer Dermot Kennedy, singer-songwriter Jessie Reyez, southern funk group Tank and the Bangas, the unstoppable Rapsody, and a few to-be-announced secret guests across an expanded jam lineup.
To add to the inevitable super queue, the Super Sponsor of SXSW will be transforming Fair Market with it’s now expected Dive Bar aesthetic so all those lucky music and platinum festival badge-holders can grab some beers and watch The Roots jam out in a raw setting. Though the band won’t be the only taking stage throughout the night, with openers Moon Taxi also confirmed for the event.
“This is now an annual tradition with our friends at Bud Light and we are happy to return with another opportunity to jam with our friends across various music genres at SXSW”, said The Roots. “Every year, we think about how we are going to top last year’s jam sessions and we feel that we’ve put together a lineup that will do just that this year”.
The event will also mark the reveal of Bud Light’s limited edition Austin-themed aluminium bottles for 2018, continuing a tradition which was started two years ago with design by local artists Zuzu Perkal and Heath “Mouf” Speakman to not only represent Austin itself, but reflect the artists’ memories and moments as residents of Austin. The Austin-themed aluminum bottles are available throughout the Austin area during the month of March.
Guests at the event will also have access to food from Impossible Burger, stress-free bar queues for those who register online to partake in the Fastbar program (making use of RFID technology and allow for cashless purchases), and of course America’s favourite light lager.
Bud Light x The Roots SXSW Jam
When: Saturday 17th March; 8pm
Address: Fair Market; 1100 E. 5th St