Rapper Chamillionaire arrives at The 53rd Annual GRAMMY Awards held at Staples Center on February … [+]
Hip Hop star Chamillionaire teams up with CarMax to commemorate the company’s 30-Day Money Back Guarantee. Customers are permitted 30 days, up to 1,500 miles, to decide if a vehicle fits their lifestyle and, most importantly, their budget. If not, they have the option to return the car for a full refund.
Chamillionaire signed on to star in a commercial and remixed his popular Billboard Hot 100 single “Ridin’,” changing the catchy hook featuring the lyrics “tryna catch me ridin’ dirty” replacing it with “ridin’ thirty,” for CarMax’s campaign that launches August 30, 2022.
The Houston, Texas lyricist will star in CarMax’s music video-styled commercial, rapping the new lyrics.
CarMax | Ridin’ Thirty | 30-Day Money Back Guarantee promotional commercial screenshot.
The partnership between the “Ridin‘” artist and the retailer of used vehicles took root when both parties discussed possible creative commercial ideas and the rollout.
“I have seen a lot of the great content CarMax released with athletes like Steph Curry and Candace Parker, so it was really about trying to figure out how Ridin’ would fit into a campaign,” Chamillionaire says. “They told me they wanted me to physically appear in the commercial [and] I felt it was something worthy enough for me to participate in.”
CarMax | Ridin’ Thirty | 30-Day Money Back Guarantee Screenshot.
The attention he commands demonstrates the importance of tapping Chamillionaire to promote a significant corporation, proving the immense influence of Hip Hop artists and the Black community.
“This is an example of the power of Hip Hop because a lot of people in our community have to climb up from the bottom. Every time we see one of our own having success, it inspires and motivates all the others that look up to us,” he encourages.
Most companies avoid using rappers as spokespersons for their brand, opting to use their music rather than feature them in promotional campaigns. Still, Chamillionaire believes his presence will open the doors for his contemporaries and future artists.
CarMax | Ridin’ Thirty | 30-Day Money Back Guarantee screenshot.
“I believe rap has always had a tight grip on the minds of young people, but now social media amplifies things so much that you can’t miss its impact. I think it’s harder for companies to ignore the power and reach of the Black community and Hip Hop,” he explains. He recognizes the fact that corporations have to consider Black influencers seriously. “The trending topics on Twitter, the viral moments on TikTok, and all the slang we see being used daily show the genre’s reach and power. I remember the days when they were trying to ban Snoop Dogg’s music, and now you see him in multiple TV commercials every day. Companies are in the business of giving consumers what they want, and the best companies know how to find creative ways to present their offerings.”
Chamillionaire remains humbled that his track “Ridin'” brings a sense of nostalgia and that it is still relevant. He counts his role in the commercial as pivotal because it adds to his longevity in the Hip Hop industry and allows for a reinvention of himself and his work.
“You have to be able to keep your finger on the pulse of where things are headed, and that means you have to be able to recognize opportunities to re-introduce yourself or your music to new and younger audiences,” he says, confessing that he prefers to carry on behind the scenes. “But I understand it’s important to step out and get active when it makes sense.”
The counter-argument for why many rap emcees may exhibit hesitation in combining their art with corporations is the fear that their artistry will be diluted and become trite. Initially, Chamillionaire did have reservations about changing his lyrics, but he eventually accepted the idea, “As an artist, you always want to make sure you are doing things that are true to your values. We all know what the song “Ridin'” symbolizes, but we can’t ignore the impact that all of the viral content and internet memes have had on the life of the song.”
He illustrates his point stating he has seen a popular video of an infant in a stroller and another of a young child in a toy car driving with “Ridin'” as a theme song. Other content creators also use the tune to celebrate special moments in their lives. “It’s the perfect song to play when you’re riding around in your car, so a CarMax commercial made sense,” he notes. Yet, he has turned down working with many brands and other artists because they were inauthentic.
Chamillionaire currently works in tech and is an investor in more than 60 companies, “I’m currently helping a lot of high profile celebs, influencers, and athletes to invest and gain ownership in [many] great startup companies. I’m passionate about helping others gain access to opportunities to create wealth for their families.”
He admits to fostering many business relationships more so than when he was a top charting entertainer. These relationships aid him in mentoring other individuals who reach out to him to learn the methodology of investments.
“I will continue to help others invest, but I have plans to release music,” he says. “I’m fueled by creativity. Whatever I do has to feel innovative and disruptive. I feel like there will always be space for this kind of mindset, but timing is important, so I’m trying to plan accordingly.”
To support the “Ridin’ Thirty” song on Instagram and TikTok, use #ridinthirty.