Justin Timberlake has donned many hats in his career—singer, dancer, actor, dude who literally wears a variety of hats. Now, as he makes the promotional rounds for his upcoming album The 20/20 Experience, he’s taking on the role of Creative Director for Bud Light Platinum, reports CBS Local.

Timberlake “will provide creative, musical and cultural curator for the brand.” And on Sunday, he made his first public move for the brand, appearing in a new 60-second Bud Light Platinum ad “Platinum Night” during the Grammy Awards.

The execs at Anheuser-Busch InBev are surely hoping this partnership will be a coup, having recently suffered from a failed merger with Grupo Modelo, the makers of Corona. The Justice Department blocked the $20.1 billion purchase from going through with an antitrust suit in late January. U.S. News & World Report explains how InBev’s attempted purchase posed a real threat to smaller craft producers.

An editorial appearing in The New York Times backs up this argument further, finding the suit critical to stopping a likely “duopoly” by major beer companies InBev and MillerCoors. It became a possibility “under the Bush administration’s less robust antitrust division,” which meant “a series of big mergers severely reduced competition in the beer industry and led to higher prices.”

[via CBS Local]