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Anheuser-Busch has recently contracted Santogold, a multi-genre female artist who was the talk of the South-by-Southwest music festival, to be the creative sound behind their new beer, Bud Light Lime. The company hopes that her unique sound will help move Bud Light's first spin-off into a different direction to separate it from the original beer's image, which typically involves an ad campaign of comedic young men. The product is geared towards drinkers who would typically be imbibing Corona, Miller Chill, or cocktails. The brewer is giving away a remixed version of one of Santogold's songs on their website. They are hoping this musical tie-in will work better than their last. Jay-Z's album was linked with the Bud Select brand and he was even named co-brand director. While the album sold, the beer failed to take off and is now only marketed to select urban areas.