Earlier this month, thousands of people attended South by Southwest in Austin, Texas to learn about the latest developments in the interactive, film and music industries. The Joester Loria Group’s client, Mountain Dew, got in on the action by hosting a party to celebrate its Green Label program. The event was held at the COMPLEX Complex with Been Trill, Missile Command, SNDCLSH, Vic Mensa, Los Rakas & Anamanaguchi. Art exhibits throughout the Green Label House featured work from local Austin artists.
The Joester Loria Group brokered a new brand partnership for the Green Label Exclusives program, which was on display at the party and around the streets of Austin. GLX collaborated with Starter Black Label and Ice Cold NY to create a limited edition item for this year’s SXSW Green Label Showcase. Customizing Starter’s iconic snapback with ICNY’s unique 3M reflective application, this hat will not be missed. The limited run of fifty hats are not available for purchase and could only be seen at the Green Label House and around the streets of Austin. Designed by ICNY founder Mike Cherman, the hat incorporates the abbreviated logos ‘ATX’ & ‘GLX’ into a lone star graphic. Roman numerals on the green underbrim reference the 26th anniversary of the festival. The 3M embellishments produce a strobe light effect at night giving this piece the ICNY signature look.
The GLX Reflective Hat is the first in a larger collection to come from the GLX, Starter Black Label and ICNY collaboration. Be on the lookout for a full capsule of apparel and accessories dropping late Spring 2014.
Another highlight of the event was a special announcement made by legendary filmmaker Robert Rodriguez launching the Green Label Studios Open Call program. The program will award one lucky talented individual the chance to create content for Green Label Studios. All video entries will be judged by Green Label’s editorial team, with 10 lucky finalists each receiving a $10,000 production grant to create a special piece of content for DEW. Finalists will then present their work to a Green Label Studios panel at an exclusive DEW event this summer in New York City. The winning filmmaker will then receive the grand prize of a $250,000 production grant to create content for Green-Label.com and the chance to be mentored by Robert Rodriguez and Orci.
After the announcement, the party continued with live performances from Anamanguchi, Los Rakas, Vic Mensa, SZA, Pyrez Vision of Been Trill, MSSL CMMND, SNDCLSH, and appearances by the Mountain Dew Skate Team, Victor Cruz, Talib Kweli, Steve Berra and more.