*CHICAGO — Coors Light® has named PyInfamous, also known as Jason Thompson of Jackson, Miss. the official winner of the 2011 Coors Light Search for the Coldest national MC competition.
PyInfamous opened for Pac Div and N.E.R.D. at the Search for the Coldest national tour’s final stop, an invitation-only event held July 2 at the New Orleans House of Blues. He received $10,000 in studio time from Universal Music Group, the world’s leading music company.
“Coors Light is a leading innovator in the American beer category. With Search for the Coldest, we extended that innovative spirit to the world of Hip Hop,” said Sheldon Boyea, brand manager, Multicultural Marketing for MillerCoors. “Hip Hop is universally recognized as the leading source of innovation and creativity in the music industry, so it was natural for Coors Light to launch a national search for the coldest up-and-coming MC.”
Music powerhouse N.E.R.D. signed on to headline the Coors Light Search for the Coldest tour which made stops in Atlanta, Baltimore and New York earlier this year. The final stop was on July 2 in New Orleans during the ESSENCE® Music Festival weekend.
“We decided to be a part of Search for the Coldest because it provides a fresh and new way to connect with our fans; and it’s a smart and innovative contest,” said Pharrell Williams of N.E.R.D.
Since March, over 3,000 MCs have showcased their skills at www.searchforthecoldest.com, and fans cast more than 260,000 online votes during the course of the contest. Grammy-award winning producer/songwriter Bryan-Michael Cox, producer/radio personality DJ Khaled and Pac Div judged contestants in early rounds.
PyInfamous competed against over 1,250 artists to claim Search for the Coldest’s South region title. The universal feel, effortless rhymes and chilled-out horns on his original track, Bliss (Colder than This), propelled him to the Final Four performance round where he competed against Mojeed Amushan (OMG) of Brooklyn, NY (North region winner); Jowed Hadeed (Eclectic Approach) of Seattle, Wash. (West region winner); and Anthony Evora (Billa Camp) of Chicago, Ill. (Midwest region winner).
Each finalist performed live during the Search for the Coldest tour. Fans unable to attend the concerts in person viewed contestants’ performances online and voted for their favorite act. PyInfamous’ thrilling live performance at Atlanta’s Mansion Elan on May 25 garnered 45 percent of the fan votes in the final round to secure the win.
“I loved interacting with the Atlanta crowd—call and response, feeling their energy—there is nothing like it the world,” PyInfamous said. “I’m definitely appreciative of the fans and of Coors Light.”
View PyInfamous’ winning performance and learn more about the contest at www.searchforthecoldest.com.
Join the Twitter conversation via @Coors_Light, hashtag #SearchForTheColdest
Cordy & Company
Cheryl Duncan PR