So it was no wonder when liquor and beer companies finally decided to get hip to the hip-hop game.
What presumably began as a TV commercial for Heineken Light Beer featuring Pharrell’s hook from Snoop Dogg’s “Beautiful,” quickly became the Heineken Red Star Soul concert series. And so, the happy marriage between music and beer kicks off with performances by Common, up ’n’ coming Def Jam recording artist Chrisette Michele and opener, R&B singer Raheem DeVaughn.
Common Sense fans might not immediately connect the sober and spiritual singer with beer, but with his new album, Finding Forever, a few spot dates here and there couldn’t hurt. Newcomer Michele, who was featured on both Jay-Z’s and Nas’ most recent albums, stole the show with her “old soul” vocal chords. The star studded event brought out the likes of Brandy, Omar Epps and MC Lyte.