DJs representing four U.S. cities competed at the 2010 Essence Music Festival

(BLACK PR WIRE) CHICAGO (July 23, 2010) — Coors Light®, “The World’s Most Refreshing Beer,” and the official beer sponsor for the 16th Annual ESSENCE Music Festival®, today released the official results of the 2010 Ice Cold DJ Spin Off Competition. Held during the 16th annual Essence Music Festival in New Orleans, the challenge placed top DJs from four different U.S. cities in a head-to-head competition judged by master of ceremonies, Doug E. Fresh, celebrity guest judges, and hundreds of enthusiastic Festival attendees. Competitors were judged on skill, technique, music selection, audience engagement, and showmanship.

Following intense competition in the semifinal round, Michaeljohn Frierson (DJ Lil’ Mic), representing Baltimore/DC, and Kareem Hawthorne (DJ Bruckup), representing Atlanta, advanced to the finals where, they tied in all but two categories. Frierson scored the win in technique, and Hawthorne received top points for music selection.

“Having Coors Light as the sponsor really made a difference. The audience probably came to our venue initially because they recognized the brand. We wound up a huge crowd of people dancing, singing and having a great time every day. The audience for the final round was so large, some people had to watch the event on large screens,” Hawthorne said.

Though the initial plan was to award a top prize of $1,000, Coors Light ultimately awarded two top prizes because the contest was too close to call.

“We agree with the judges and the crowd. These are two excellent performers, and they both deserved to win,” said Sheldon Boyea, brand manager, African American Marketing for MillerCoors.

The winning DJs said appearing in the Coors Light contest was both a career milestone and an opportunity to send positive messages to those hoping to make it big in entertainment.

“My advice to young DJs is to practice, practice, practice,” Frierson said.

“Listen to as many different styles and genres of music as possible,” Hawthorne added. “Don’t limit yourself. Remember, it’s not about you; it’s about the audience. Think about what the people in front of you want to hear.”

In addition to the Ice Cold DJ Spin Off contest, Coors Light hosted the Coors Light Cold Refreshment Block Party and the Coors Light Live Lounge during the Essence Music Festival. The company is a proud Festival sponsor and is pleased to be part of an event that annually contributes $200 million to the New Orleans economy.

Coors Light, one of the best-selling premium light beers in America, is brewed by MillerCoors. The company’s tradition of brewing the highest quality beers has also always included steady support of time-honored cultural events that celebrate the heritage, education and history of America’s communities.
Introduced in 1978, Coors Light has delivered the ultimate in cold refreshment for more than 30 years. For more information about Coors Light, go to coorslight.com.


About MillerCoors:
Built on a foundation of great beer brands and more than 288 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 America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company’s premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories.

MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel 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, WI, and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors’ vision is to create America’s best beer company by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

About the Ice Cold DJ Spin Off Winners

DJ LIL’ MIC (MICHAELJOHN FRIERSON)
Familiar to XM/Sirius Radio listeners as the host of The Heat and to Baltimore WEAA 88.9 FM listeners as host of both Friday Night Jazz Club and Strictly Hip Hop, DJ Lil’ Mic continues to amaze with his steady climb up the entertainment ladder.

Named “Best DJ” in his native Baltimore numerous times, DJ Lil' Mic recently launched a podcast via www.djlilmic.podomatic.com. Mic has toured with Jazmine Sullivan, Mya, Raheem DeVaughn, Mario and MC Lyte and entertained during Lexus, Adidas and Estee Lauder corporate events. His past and current sponsors include Adidas, Live Mechanics Clothing and Akomplice Apparel. For more information visit www.www.djlilmic.com

DJ BRUCKUP (KAREEM HAWTHORNE)
Born in the Bronx,, DJ Bruckup launched his career at the age of 15 during backyard cookouts, school and basement parties. He developed a loyal following while attending Morehouse College and was crowned the “Official DJ of the Atlanta University Center.”

In addition to performing at hot Atlanta nightspots, Bruckup served as DJ for Ludacris, Missy Elliot, Raheem Devaughn, Polow da Don, Jeezy, Freeway, David Banner, Janelle Monae, Wale, Shawty Lo and other well-known entertainers. Bruckup was a program director’s assistant and DJ at WHAT (Hot 107.9) and is a partner in T-12 Entertainment, an event promotion company based in Atlanta. For more information visit www.T12ENT.com