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Justin Timberlake: Beer salesman? Singer tapped as 'Platinum' creative director

Posted By GABRIELLE LEVY, UPI.com   |   Feb. 8, 2013 at 10:57 AM   |   Comments

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Feb. 8 (UPI) -- Just when it looked like Justin Timberlake was ready to jump back into the music-making business with both feet, he's gone in a totally different direction--beer.

Bud Light Platinum tapped the singer and actor as its newest creative director, responsible for providing "creative, musical and cultural curation" for the premium beer brand, Anheuser-Busch announced in a press release Thursday.

The partnership will kick off with an ad spot set to debut during the Grammys Sunday night, set to Timberlake's new single "Suit & Tie." (The paring makes makes a certain amount of sense: "Suit & Tie" is about the singer's sharp clothes giving him a confidence boost, and Platinum had pitched itself on looking and feeling fancy.)

“Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what I'm doing,” Timberlake said in a statement. “I’m looking forward to not only being a part of the creative process, but in bringing other talented musicians to the forefront as well."

Timberlake follows in the footsteps of Jay-Z, who worked as a creative director for the Budweiser Select brand starting in 2006 and curated the Made In America festival last year. Bud Light also has an endorsement deal with Pitbull, who has campaigns for the brand in both English and Spanish.

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