In between the album’s bookends are 11 tracks that made the album so well received, it only needed to spawn two singles. With no hook, the song relies on three meaty verses whereas the album’s closing track, “Phat Rabbit,” is a richly produced duet that sounds straight out of the Freaknik. His multi-syllabic approach to bar construction is clearly evident, as is his humor (“you shit out wheat Chex and fart out deep breaths”). In addition to introducing listeners to Disturbing Tha Peace, the opening cut possesses much of the signature qualities of Ludacris The Rapper’s style. The album begins with the barreling “U Got a Problem?” which invites listeners to get right in the face of a man who is determined to claim his rightful spot at the top. In less than two months, the album was certified platinum by the RIAA and it would serve as the springboard for 2001’s Word of Mouf, which achieved its own triple-platinum status in just 11 months. Back For The First Time‘s tracklist reads like a who’s who of super producers, with Bangladesh, Jermaine Dupri, The Neptunes, Organized Noize, and Timbaland handling the lion’s share of the work, resulting in what may be one of the most exemplary sonic time capsules of the early ’00s. “Phat Rabbit,” “Southern Hospitality,” “Stick Em Up,” and a remix to “What’s Your Fantasy” with Foxy Brown and Trina were added to the re-loaded album, but even “Phat Rabbit” had its origins in earlier years as the result of a collaboration with Timbaland in the late ’90s. That isn’t to say that the Scarface-helmed Def Jam South played an insignificant role in the album’s success. 75% of the tracks on the LP appeared on Incognegro, making Back for the First Timeboth perfectly titled but also confirmation that he already possessed the talent for a major label despite not having been signed. Other elements include TV spots and radio ads, social posts, a TikTok #JifRapChallenge and two limited-edition 37-carat diamond and ruby "Lil Jif Jars." Ludacris gets one, and the other features in an upcoming promo.Īll in all, it's way less apocalyptic than Jif's alien invasion video, and in tune with Smucker's fun musical outings for its Folgers and Meow Mix brands.This triumphant feat was particularly amazing considering the album’s content. "Our social analysis found that young peanut butter lovers had been actively engaged in conversations about the new flows." "But today's growth is coming from younger consumers, who, we discovered, are as obsessed with hip-hop as they are with peanut butter," Roberts says. The campaign represents a target shift for Jif, which usually focuses on parents of young children. Ludacris felt supremely confident working with Meyers, who directed videos for some of the artist's biggest hits, including "Stand Up," "How Low" and "Splash Waterfalls." We shot in and around Atlanta at some of his usual haunts," such as Patchwork Recording Studios. He brought his daughter, close friends and collaborators into the commercial. Roberts describes the Jif shoot as "a window into Ludacris' world. He held a similar creative stake in this Harry's excursion a few years ago. Insert your own joke about "gift spreading.")ĭuring the development phase, Ludacris "brought ideas to the agency and was involved in all aspects of the campaign," says Roberts. Plus, the artist really is a Jif fan, contractually requiring the stuff as a backstage snack. We knew if he was to release a track switching it up to this kind of flow, it would make some serious noise." "His flow has such a stark contrast to the latest wave of rappers. "Ludacris was our first choice from the beginning," Publicis New York creative lead Erica Roberts tells Muse. (The latter appears in the ad but doesn't rap on the track.) The new work seeks to generate buzz by fusing Ludacris' classic dirty-South style with fresh flows championed by Gunna's generation. The "Lil Jif Project" follows last year's "Jif and Gif" initiative, which went viral. "Put a crown on the man with the mic in his hand from Atlanta.Īnd I'm stuck in ya grill like peanut butter!"
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