Ludacris sat down with Essence magazine to give a few life updates, specifically, his newborn baby daughter, new music, and a new gig as pitchman for JIF peanut butter.
Ludacris shares that he loves the peanut butter brand, and his partnership with the company is only a result of the universe making things happen in his life.
“The universe made it happen because that one thing that I eat every single day is definitely peanut butter,” the rapper shared. “I’ve done a lot of partnerships in my life, but this is one for the record books just because I’m so happy about it. You can hear it in my voice, right?”
His partnership with JIF is evident in the new “The Lil Jif Project” commercials he stars in for the brand. For the campaign, Luda stars alongside rapper Gunna in the ad, reunited with music video director Dave Meyers to direct the spots, and has released a new song for the occasion called “Butter ATL.”
The dad of four girls who range in age from 20- to a newborn born last month, Luda takes the job of #girldad very seriously.
“They are the ones that I’ve done so much work in my life for, but now it’s like, I’m all about legacy,” the rapper explained. “I’m all about trying to lead for them in order to be able to lead. I have so many projects that were inspired by my daughters that are coming out.”
Those projects include an animated Netflix series inspired by his 20-year-old daughter called “Karma’s World” and an education-based music app called “Kidnation” available now.
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