Coors Light® Ice Cold DJ Spin Off Contest Semifinalists to Compete at 2010 Essence Music Festival

Coors Light® Ice Cold DJ Spin Off Contest Semifinalists to Compete at 2010 Essence Music Festival

Master of ceremonies, Doug E. Fresh, celebrity judges and the public will select the winner

CHICAGO, June 24 /PRNewswire/ -- Coors Light®, "The World's Most Refreshing Beer," and the official beer sponsor for the 16th Annual ESSENCE Music Festival®, today announced the 2010 Ice Cold DJ Spin Off contest's four semifinalists after an intense talent search.

The finalists, DJ Lil' Mic (Baltimore/DC), DJ Bruckup (Atlanta), DJ Rob Fresh (New Orleans) and DJ Mode (New York), will compete in two back-to-back elimination rounds during the 2010 ESSENCE Music Festival in New Orleans, July 2-3, at the Ernest N. Morial Convention Center. Ice Cold DJ Spin Off master of ceremonies, Doug E. Fresh, a panel of celebrity judges, and the public will name the winner following a final round competition on July 4. The winner will receive a $1000 cash prize and the opportunity to perform with Doug E. Fresh during the Festival.

*Background on each of the finalists follows this release.

"The ESSENCE Music Festival is the largest, most influential African American entertainment and empowerment event in the country. There isn't a better venue for presenting these multi-talented DJs at the top of their game to the public," said Sheldon Boyea, brand manager, African American Marketing for MillerCoors. "Coors Light is proud to continue our sponsorship of the Festival. Equally important, we are pleased to be part of an event that annually contributes $200 million to the New Orleans economy."

From now until August 31, 2010, Coors Light is offering a free music download to legal drinking age consumers from major label artists. Official offer codes can be found on stickers on specially marked Coors Light packages and promotional cards are available at participating retail locations where Coors Light is sold. Visit coorslight.com/EMF for more details.

During the ESSENCE Music Festival in New Orleans, Coors Light will host the Coors Light Cold Refreshment Block Party at Ernst Cafe, July 3-4, and the Coors Light Live Lounge at the Ernest N. Morial Convention Center, July 2-4. The Lounge is a cool get-away for Festival attendees of legal drinking age to enjoy cold Coors Light, Rocky Mountain Billiards, and music by the Coors Light Live House Band.

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.

For additional information about ticket sales, accommodations and the latest news about the 2010 Essence Music Festival, visit www.essencemusicfestival.com. To purchase tickets, go to www.ticketmaster.com or call 800-982-2787.

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 Semifinalists

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 http://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.

DJ Rob Fresh (Rob Marsalis)

Currently an on-air personality and production assistant at WQUE (93.3 FM) in New Orleans, Louisiana, Rob Fresh has performed at the NAACP Image Awards Gala, House of Blues New Orleans, Harrah's New Orleans Casino and on KNOU (Hot 104.5 FM), KMEZ (102.9 FM), and others.

The Young Black Programmers' Coalition (YBPC) named Rob "Mixologist of the Year" and Black Radio Exclusive honored him as "DJ of the Year." Rob continues to hone his skills behind the microphone through positions with Capitol Records, MCA/Silas Records and Disney's Buena Vista International. No Web site available.

DJ Mode (Adam Merced)

A New York resident, DJ MODE chose his name while sitting in front of the radio listening to some of his favorite DJs. He saw the MODE button on the panel and felt the definition of this word fit him perfectly.

He turns up the heat for every party, rocking crowds with his eclectic mix of Rock/80's, Hip-Hop, Mash-ups, R&B, Reggaeton, and Dance music. DJ Mode began his career at age 13. Since then he has been widely acclaimed in nationwide magazines, toured the country, and been sought after to spin some of the industry's biggest and most exclusive celebrity and fashion events. For more information on DJ MODE visit www.djmode.com.

Source: Coors Light

CONTACT: Karina Diehl of Coors Light, +1-312-496-2973,
karina.diehl@millercoors.com; or Sylvia Cordy of Cordy & Company,
+1-240-235-6070, scordy@cordyandcompany.com, for Coors Light

Web Site: http://www.coorslight.com/

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