JID links with Kellogg’s for “HEY TONY!”, a sharp and surprisingly smooth tribute to Tony the Tiger.
JID is officially a Grammy-nominated rapper. With that level of success comes incredible opportunities, and he just landed one of a lifetime. JID partnered with Kellogg’s for a new track titled “HEY TONY!” which pays homage to the iconic Tony the Tiger. I did not see that coming, and that unpredictability might be the best part of the whole situation.
Interestingly, “HEY TONY!” sounds like a very authentic JID record. You get his typical subdued and extra chill vocal delivery, paired with razor-sharp flows and tight storytelling. Instead of boasting in traditional fashion, he shouts out Tony as someone kids could look up to, highlighting him as a stand-up figure who represents positivity and confidence.
The only element that slightly separates it from his usual releases is the presence of kids yelling in the background, which adds a playful twist to the record. Outside of that, it feels true to his style. Overall, I am curious to see how this marketing move plays out and what it could mean for creative brand collaborations in hip hop.
Quincy is the creator of Ratings Game Music. He loves writing about music, taking long walks on beaches, and spaghetti that fights him back.
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