Juvenile, Mannie Fresh and Mia X are urging you to “Vax That Thang Up” with a new twist on a ’90s classic.
On Wednesday (July 7), the hip-hop trio dropped a revamped version of Juvenile’s 1998 top 20 Billboard Hot 100 hit “Back That Thang Up.” The new release, titled “Vax That Thang Up,” is a comedic effort to encourage music fans to get vaccinated. The release is in partnership with BLK, a dating app for Black singles.
The new health campaign was created in partnership with Majority, the marketing agency co-founded by Shaquille O’Neal earlier this year with a focus on diversity.
Majority Founder Omid Farhang said in a statement, “To be young is to feel invincible. BLK is uniquely positioned to meet this historic moment, not through an academic lecture or sober manifesto, but through pop cultural content that speaks directly to the benefits of dating in real life once you’re vaccinated.”
“Vax That Thang Up” marks the first time that artists from Cash Money Records and No Limit Records have collaborated on an official music project.
“I just wanted to do something positive for my people and to stand in the front to show that I’m willing to sacrifice my life, not just for me but also for my family,” Juvenile said in a statement. “We don’t know what we’re facing right now but we really do all need to be vaccinated so we can continue to do our thing and survive.”
Speaking further on the importance of getting vaccinated, Jonathan Kirkland, BLK head of brand and marketing, said in a statement, “We have a direct line to the audience that needs to internalize this message. The song may be playful and fun, but the underlying message is as real as it gets.”
The new track and accompanying video are available for streaming and download at the official “Vax That Thang Up” website.
Also as part of the campaign, BLK has unveiled a new “Vaxified” badge on its app, allowing those using BLK to display their vaccinated status to prospective matches.
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