“Drake is the hottest artist to hit the music scene,” RockHard President of Sales Joshua Maurice said. “We are working every day to cultivate a brand that is hip and mainstream.”
RockHard Weekend previously was a sponsor of rock star Kid Rock’s recent music tour, which garnered the company national branding.
“By working with artists like Drake and Kid Rock, our brand continues to stay relevant and expands beyond the typical for our product category,” Maurice said.
The Drake concert is scheduled for Nov. 14 at Club Tatou in Los Angeles. Maurice said the rapper will personally endorse the product, and the company will receive much mainstream buzz via local TV and radio marketing.
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