In 2004, Atlanta-based rapper Ludacris was the first rapper to sign a deal, for the then-record-breaking amount of $5 million, with Pepsi. In addition to his touring and endorsement deals, Ludacris also came to be known for his deep, Atlanta-influenced rapping and his bold fashion choices. However, the rapper now says he wants to be known for something else: his philanthropy.
Ludacris has returned with his first single in four years. “Butter.Atl” is a new single from the rapper, and it’s his first release of new music since 2006’s “Battle of the Sexes.” The song is off the upcoming album “In the Ayer,” which will be released on October 27th.
Ludacris has dropped a new single. The track is called “Butter.Atl,” and it is named for the new type of peanut butter he and Lil’ Wayne have teamed up to endorse.
Ludacris is a household name in a variety of circles. Ludacris took over the silver screen after producing a string of great albums, most notably in F9: The Fast Saga. Luda is back on screen, but this time not in a film or a music video, but in a commercial, co-starring Gunna in a new Jif Peanut Butter advertisement.
Ludacris demonstrates in the new ad that his flows and inventiveness are limitless. Luda released a new song, “Butter.Atl,” as part of the campaign, in which you can hear the southern legend flowing through a mouth of peanut butter. The new song is accompanied by a video directed by his go-to filmmaker, Dave Meyers.
Ludacris discusses how this ad fits with who he is as an artist, continuing to be an innovator, and more in an interview with The Source.
For this campaign, you’re collaborating with Jif. What clues did you have that this was a suitable partner to work with?
Ludacris: I was telling someone the other day that after decades in the music business, I only want to connect myself with things that are a part of my daily life. I’ve done the same thing since I was a child, and I’m sure you can relate since we all have that one meal that we can eat every day and never grow sick of. It’s always been peanut butter for me, like Jif peanut butter. And now since I exercise often, it’s as though you have to have your good fats. Peanut butter is used in my protein smoothies, which I prepare many times a day. So when Jif contacted me about this campaign, I said, “Of course,” since it’s something I already do. Then I was all in when we received the images and began talking about the creative with Dave Meyers, who I worked with on the “Stand Up” video. So this is a component of my whole Ludacris persona, and it was all so easy and enjoyable to put together.
I’d want to return to what you were saying with Dave Meyers in a moment, but I observed something about you from just watching your career. You’re constantly clinging to the things that helped you become who you are. One of the examples I always remember and admire is the vehicle you had with you while you were growing up and changed the engine out, and it was like a piece of you. What do you think these works signify to you?
Ludacris: Bro. I’m such an adult. Take a look at this guy [who is wearing a Jif chain]. Take a look at this. You mention what stays with you and being an older child. Isn’t there a knife on the back of this thing? It should be opened. On the inside, it’s peanut butter. But, in response to your query, I’m simply a huge child. I like having a good time. I’m a sucker for great images. I like being creative. Obviously, I never want to stop being innovative. And, you know, having some basics is really all there is to life. Some things come and go, while others are permanent. And the things that matter in your life are typically the ones that are here to stay, which is what makes life worthwhile.
It’s important that you emphasize being a large child because it may help you connect with the next generation of artists. Many of them, for the most part, are still children, whether in spirit or in age. You collaborated with Gunna on this campaign. What does it feel like to not only be accepted by that generation, but also to have the young energy to interact with them and not feel like an old man?
Ludacris: By the way, dude, that’s a fantastic question. For me, it’s a breeze. I like reinventing myself and am always experimenting with new ideas and processes. And that is the entire point of the Jif campaign. It’s simply that the longer you’ve been in the business, the more you’ll need to do something fresh to keep people interested and creative. So I love that I’m inspired by the younger generation of artists, as well as by myself and so much other that you’re still evolving. That’s what it’s all about.
Is there a younger artist that you haven’t had a chance to work with or who has piqued your curiosity right now?
Ludacris: Whoa, whoa, whoa, whoa, whoa, whoa J Cole is one of my favorite artists. That is most likely my fave. I’ve worked with him in the studio since I was there while he was recording the compilation album for his label at Treehouse. We had a chance to cut it up, and I was very impressed with the enthusiasm. When you get the opportunity to sit down with someone and have a discussion with them, you can tell where their heart and mind are at. So I’d want to work with him sometime.
I’m going back to work on the video for this campaign. You stated that you could connect with Dave Myers. Of course, I’m sure that put you at ease, since it’s essentially going back into the gym and taking shots with a buddy. You always bring a lot of originality to whatever you do, especially videos. How much of the information did you get to utilize here?
Ludacris: Whoa, whoa, whoa, whoa, whoa, whoa, who I was able to bring a lot of the idea to life. That’s the thing about working together, particularly when it comes to Dave Myers, who is always the king of special effects. So he made my “Stand Up” video, as well as a number of other films with Missy, such as “One Minute Man.” It’s always going to be visually exciting if you have those unique visual effects and bring things from your imagination to life. And it’s for this reason that I believe this ad will be replayed many times.
All of these comic moments were certainly present. It was really a scene in there that reminded me of Pootie Tang, where he could get excited simply by being surrounded by people or by being quiet. You mentioned being able to adjust to new flows in the future. It’s the peanut butter mouth flow in this one. How do you adapt and move between various flows while continuing to reinvent?
Ludacris: Well, the nice thing about me, dude, and I had to admit this to myself, is that I pride myself on being one of the MCs that can master and execute any flow. And if you go back over my catalog, you’ll see that I consider myself to be the king of flows, dude. Nobody has ever called me that. But, when you think about it, there’s nothing I can’t do, whether it’s rapping fast, slow, or melodically, keeping on topic, or talking about unrelated topics. As a result, I’m always up for a challenge. There will also be difficulties involving peanut butter and individuals who want to have a good time. So I believe it all boils down to having a vivid imagination and having a good time.
Your career, like music, music, everything, peanut butter ads, has no limits, dude. What more do you see that we haven’t yet noticed?
Ludacris: Something that will be even more worldwide than Ludacris has ever been. And that is the legacy of my daughter’s Netflix-exclusive cartoon, Karma’s World. Keep an eye out for it this autumn. Because it’s about a girl who raps and plays music, and she’s using her music to attempt to change the world. And I can assure you of that. It’ll be even larger than Ludacris.
Out here, you’re the king of the girl parents. Congratulations on the birth of your baby daughter. What has parenthood taught you about yourself, and how do you plan ahead for hectic seasons like this one?
Ludacris: The best part is that I’ve been able to spend more time with my kids, and it’s taught me a lot about schools and what they do and don’t teach. Because as parents, now that we’ve spent more time with our children, particularly during virtual education, we’re more interested in what they’re learning and what they’re not learning. So you’ve got to perform the extracurricular things on your own that they would have done at school. So I think the most important thing for me is to get even more engaged in their growth and what I believe they should be aware of in this environment that a conventional school may not teach.
What is your favorite childhood peanut butter snack, and what ingredients do you use in your peanut butter shake?
Ludacris: It’s simply peanut butter and crackers, like Ritz crackers with peanut butter on them, that I remember from my youth. And what goes into my shake these days? A little bit of everything. A chocolate protein powder of some kind is the foundation of the ultimate shake, which contains everything you need. Then you add spinach, flax seeds, almond milk or whole milk, whichever milk you choose, and perhaps one egg. Then there’s peanut butter and, dare I add, a sprinkling of cinnamon.
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