The Blueprint Group, Lil Wayne's management firm, announced via press release the start of a new ad campaign between Lil Wayne and Mountain Dew, which will formally kick off at the SXSW Music Festival.

Lil Wayne is partnering with Mountain Dew for the DEWeezy Campaign. It will be a pretty extensive campaign, ranging from advertisements and public appearences, to the creation of a skate park in Weezy's hometown of New Orleans. There is even the possibility of a tour, as the deal was "anchored in Lil Wayne's touring presence and outside interests including skateboarding and the rebuilding of New Orleans."

Cortez Bryant, co-CEO of Blueprint Group said in a press statement, "We are excited to partner Lil Wayne's brand with a brand like Mountain Dew, a household name. [B]y 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."