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Stagecoach 2016: Sam Hunt, Snoop Dogg and a real-time beer commercial

Country music singer Sam Hunt shares the stage with Bebe Rexha and rappers Snoop Dogg and G-Eazy during Hunt's set Friday at the Stagecoach Country Music Festival in Indio.

Country music singer Sam Hunt shares the stage with Bebe Rexha and rappers Snoop Dogg and G-Eazy during Hunt’s set Friday at the Stagecoach Country Music Festival in Indio.

(Joe Scarnici)

Corporate sponsorship at music events took an intriguing turn Friday at the Stagecoach Country Music Festival, when singer Sam Hunt, whose music incorporates elements of hip-hop along with his country foundation, was joined on stage by rappers Snoop Dogg and G-Eazy and singer Bebe Rexha.

Surprise guests, of course, are not unusual at music festivals like Stagecoach. But this one was coordinated by one of the sponsoring beer companies.

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It was promoted as one of a series of “Bud Light Music ‘Stage Moments’ ” and described as part of the company’s “quest to bring the people of America together.”

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While they were sharing the stage to sing Hunt’s hit “House Party” — which followed G-Eazy and Rexha’s performance of “Me, Myself and I” and then Snoop joining the pair for “Next Episode” and “Drop It Like It’s Hot” — the performers hoisted bottles of beer and encouraged fans to take and post selfies doing the same.

Did it cross a line by integrating what essentially was a real-time beer commercial into the midst of a musical performance?

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Nowhere among the cheering fans was there a sign that anyone took exception. Swigs, yes. Exception, no.

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