Coors Light and hip-hop legend ice cube, crowned Chicago’s, Mr. Hyde the Coldest MC, during the 2013 Coors Light Search for the Coldest grand finale at New York City‘s Stage 48. The event featured special performances by ice cube and Universal Music Group recording artist, Big Sean. Bun B and DJ Drama joined ice cube as hosts and judges at the concert event, where the winning MC was awarded $20,000.
“We saw a lot of talented MCs on this year’s Search for the Coldest tour,” said ice cube. “As an MC myself, I love seeing the next generation of hip-hop emerge, and it’s great that Coors Light continues to support hip-hop.”
After over 3,000 entries, more than 270,000 online votes and an eight-city tour featuring performances by Juicy J, Pusha T, French Montana and Big Sean, Mr. Hyde was one of four national finalists selected to compete based on their showmanship and swagger, originality and creativity, lyrics and entertainment value. In addition to the $20,000 grand prize, Mr. Hyde was awarded the opportunity to develop a single track produced by DJ Drama, featuring an exclusive verse from Bun B, and will have his song featured on the Coors Light Search for the Coldest Mixtape, which will be released in partnership with GoodMusicAllDay.com.
“Coors Light Search for the Coldest is a fresh and innovative program that showcases up-and-coming hip-hop artists across the country,” says Mwanza Lumumba, Coors Light African American marketing manager. “This is our third year providing aspiring MCs a platform to take their careers to the next level, and Coors Light is happy to recognize and reward refreshing voices in hip-hop.”
The 2013 Coors Light Search for the Coldest contest was highlighted by an eight-city tour, featuring celebrity performances in Dallas, Charlotte, New Orleans, Baltimore and Philadelphia, with semifinal concert events in Chicago and Atlanta, before concluding in New York City. The tour also included MyStudio Mobile, an interactive, mobile recording studio featured at ESSENCE® Festival, and the online contest gave fans a chance to win daily prizes by voting, including a trip to the finale.