In DREAM. ON. Budweiser and Jay-Z proudly partnered to re-invigorate the American Dream with a new voice, enlisting the help of the hip-hop icon to craft the first-ever piece of spoken-word poetry scripted by the artist.

The piece took fans where they had never gone before, Jay’s childhood home, the place where his dream was born.using his story as an example of what one can become with ambition and determination.

With a humble beginning in the Marcy Projects of Brooklyn, NY, Jay’s story illuminated a shared set of values and reminded viewers that destiny, and the new American Dream, resides in their hands – something we have known since 1876.

The piece launched with an exclusive to the Tidal community, later shared across Budweiser's Youtube, Twitter, and Facebook channels, sparking open and wide conversation.

The piece was also supported by a strong PR push, resulting in 211 earned stories across all top music and culture publications, with high editorial engagement.

In truly unanticipated fashion, a number of independent artists began to the take the lyrics, remixing them into their own songs, crediting both Jay-Z and Budweiser with the message, turning a brand-lead thought into a people-lead action.

Aug 29th – Tidal Launch

Aug 30th – Social Launch across Budweiser Facebook, Twitter, and Youtube

Sep 3rd – Dream.On. Plays on stage as part of Jay-Z’s performance at Budweiser Made in America Music Festival to a live audience of 40,000.

DREAM ON earned record-setting VTR rates at 45% meaning that nearly half the people who started with pre-roll, watched the full 1:30 (highest in brand history)

365 mm impressions earned

211 earned media stories

5,078,855 views

5,340 unique mentions on social, resulting in a wave of responses where fans stated their dreams and their plans to take action.

• Dustin Clotiaux: “I dream of getting my small business off the ground, making something my kids can be proud of. Giving them an option I never had.”

Artists took the spoken word verses and mixed them into song, perpetuating the message themselves.

Fader: JAY-Z and Budweiser join forces to celebrate those who make the most of their freedom.

BET: Decorated with memories of the rapper's past, we are given a taste of what motivated Hov to dream beyond his Brooklyn borders.

+ Complex, Pitchfork, Noisey, Spin, Hypebeast, Esquire, Rolling Stone, Forbes