Tapping neo-soul singer-songwriter Dwele as the spokesperson for its new McCafe coffee drink, McDonald's has definitely brought the Detroit native a new following of fans.
Throngs of admirers descended upon the 'I Think I Love U' crooner while he made a stop at the McDonald's booth at the Ernest Morial Convention Center during the first official day of the 2009 Essence Music Festival.
Dwele, along with R&B band Mint Condition, was just one of the big names McDonald's chose to help bring its latest product to the marketplace. The performers put on a free concert as part of the McCafe Sweet Sound Concert Series at what is arguably the country's largest music festival for African Americans.
The former Virgin Records recording artist – who is featured in the new advertising campaign for the coffee drink -- called his partnership "a beautiful thing."
"Both parties are able to benefit," Dwele said. "And most definitely I've benefited, because I have a wider audience now than I did prior to the commercials, and now people don't look at me funny when I show up in first class. They say, 'Hey, there goes the dude with the big hair from the McDonald's commercials," he quipped.
Mel B Pictures
In this photo provided by Kraft Foods, Spice Girl "Mel B" poses for a photo wearing a T-shirt she designed based on the classic pink ribbon used for breast cancer awareness, after a fashion show and launch of "Pose for the Cure" web site to help Kraft Foods raise money for the 'Susan G. Komen for the Cure' fight against breast cancer in New York, Tuesday, Sept. 23, 2008. The shirt is for sale on the web site and the net proceeds will benefit the foundation. (AP Photo/Kraft Foods, Ray Stubblebine) **NO SALES**
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In this photo provided by Kraft Foods, Spice Girl "Mel B" poses for a photo wearing a T-shirt she designed based on the classic pink ribbon used for breast cancer awareness, after a fashion show and launch of "Pose for the Cure" web site to help Kraft Foods raise money for the 'Susan G. Komen for the Cure' fight against breast cancer in New York, Tuesday, Sept. 23, 2008. The shirt is for sale on the web site and the net proceeds will benefit the foundation. (AP Photo/Kraft Foods, Ray Stubblebine) **NO SALES**
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In this undated image released by Oxfam Tuesday Sept. 23, 2008, British singer Mel B participates in the 'In My Name' global campaign calling for action against poverty and demanding world leaders keep their promises on millennium development goals. (AP Photo/Oxfam, HO) ** NO SALES **
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In this photo provided by Kraft Foods, Spice Girl Mel B, left, serves as the emcee at a fashion show and launch of "Pose for the Cure" web site to help Kraft Foods raise money for the 'Susan G. Komen for the Cure' fight against breast cancer in New York, Tuesday, Sept. 23, 2008. Mel B wears a T-shirt she designed based on the classic pink ribbon used for breast cancer awareness. The shirt is for sale on the web site and the net proceeds will benefit the foundation. The woman at right is unidentified. (AP Photo/Kraft Foods, Ray Stubblebine) **NO SALES**
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NEW YORK - SEPTEMBER 09: TV personality and designer Khloe Kardashian and Olympic-level swimmer and model Amanda Beard (R) pose backstage at the Mel B With Ultimo Spring 2009 fashion show during Mercedes-Benz Fashion Week at the Metropolitan Pavilion on September 9, 2008 in New York City. (Photo by Astrid Stawiarz/Getty Images )
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NEW YORK - SEPTEMBER 09: Ultimo Scottish designer lingerie brand founder Michelle Mone (L) and pop singer Melanie Brown pose backstage at the Mel B With Ultimo Spring 2009 fashion show during Mercedes-Benz Fashion Week at the Metropolitan Pavilion on September 9, 2008 in New York City. (Photo by Astrid Stawiarz/Getty Images )
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NEW YORK - SEPTEMBER 09: Pop singer Melanie Brown poses backstage at the Mel B With Ultimo Spring 2009 fashion show during Mercedes-Benz Fashion Week at the Metropolitan Pavilion on September 9, 2008 in New York City. (Photo by Astrid Stawiarz/Getty Images )
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NEW YORK - SEPTEMBER 09: Pop singer Melanie Brown and Olympic-level swimmer and model Amanda Beard (R) pose backstage at the Mel B With Ultimo Spring 2009 fashion show during Mercedes-Benz Fashion Week at the Metropolitan Pavilion on September 9, 2008 in New York City. (Photo by Astrid Stawiarz/Getty Images )
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NEW YORK - SEPTEMBER 09: Pop singer Melanie Brown and singer Aubrey O'Day (R) poses backstage at the Mel B With Ultimo Spring 2009 fashion show during Mercedes-Benz Fashion Week at the Metropolitan Pavilion on September 9, 2008 in New York City. (Photo by Astrid Stawiarz/Getty Images )
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NEW YORK - SEPTEMBER 09: Pop singer Melanie Brown, Olympic-level swimmer and model Amanda Beard, singer Aubrey O'Day and TV personality and designer Khloe Kardashian pose backstage at the Mel B With Ultimo Spring 2009 fashion show during Mercedes-Benz Fashion Week at the Metropolitan Pavilion on September 9, 2008 in New York City. (Photo by Astrid Stawiarz/Getty Images )
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Dwele (real name: Dwele Andwele Gardner) said he crafted the Mocha theme song in collaboration with McDonald's, and he's satisfied with the final product, which is used in the well-received campaign."They gave me a one-sheet describing the feel and vibe of what they were going for with the actual commercial, and they also wanted something with Mocha put into it, so we tried to make it sexy. I think we accomplished it," he explained.
Since releasing his 2003 Virgin Records debut, 'Subject,' Dwele has been relatively low-key in the music world. Though he's toured a great deal around the world, he has yet to break into the mainstream. But with his guest stint on Kanye West's 'Flashing Lights,' and the new McDonald's spot, Dwele is poised to make a name for himself as a singer to watch.
Right now, he continues to promote his 2008 'Sketches of a Man' opus and has already made plans to drop a new project
"I'm always recording, and I'm working on the new album that has no title yet," he revealed. "Hopefully, we will drop it around my birthday and on Valentine's Day next year."
Comments: (7)
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By: Shan on 7/07/2009 3:30PM
Dwele is a great artist,so I'm glad he is gettin some promotion. Have yall heard this song called On The Ocean by K'Jon...it gives me a Dwele vibe. Everyone should check it out @www.myspace.com/whoiskjon
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By: ooiobaae on 7/07/2009 7:10PM
I HATE THOSE ADS. Every few years this is done. A few years back CocaCola was tryna reach "urban" ppl with their ads with Mya, Musiq, Amel. It didnt make me drink CocaCola.
Now these annoying ads. Im sure Dwele is glad he is paid but I doubt this will make Virgin promote him more.
True fans of Dwele's work know him through his work w Roots & JDilla.
I dont drink Starbucks expensive drinks & I sure as hell wont drink McD. I think McD is in too many place. I dont eat there & neither will my kids.
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By: Selena J. on 7/15/2009 1:51PM
That commercial was a good move and I was immediately impressed with the few seconds they gave him. Until then, I was not familiar with his music, but I've heard of him. Because of the commercial, I will buy his latest cd. If I depended on my local radio station, I wouldn't know anything about Dwele, Ledisi, Amel or Kem. As far as the rest of the commercial, I really did not pay attention. Dwele presence dominated that commercial.
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By: rollseyes on 7/22/2009 8:36PM
^---what presence, weirdo?? He didn't do anything expect for moan in a mic for a second and sit at a piano....and as far as the angry brotha who has issues with McDonald's and whatnot, yo ass needs a nap....
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By: whurt? on 7/22/2009 8:47PM
Dwele is one of the funniest looking negroids in entertainment....he's skinny, yet his face is chubby. With that cotton poof hairstyle (why didn't you keep it faded, man?) he looks like a stick figure with a brown ballon for a head...
The more pictures I see of this dude, the funnier looking he gets...he needs to "re-shake" that bootleg neo-soul style that most folx can't rock in the first place (I mean, even Maxwell cleaned and "warshed" up his dirty looking behind!) and go back to the baseball cap, "Sketches of a Man" look.
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By: bria on 7/29/2009 8:12AM
I Love Dwele! Good to see him back on the scene! reppin 313 :)
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