ABOUT

How do you unite old and new generations of rap together? By partnering with a legendary old school artist to rap an original track with a mouthful of Jif Peanut Butter. But let’s start at the beginning… Through social listening, we stumbled on the link between today’s rappers (often referred to as “mumble rappers”) and peanut butter. Many people were saying it sounded like new artists were rapping with a mouthful of peanut butter. With a little digging, it was clear that the comments stemmed from a difference in generational preference. So we had an idea: What if we brought Ludacris out of a six-year hiatus to write and record a track with a mouthful of Jif Peanut Butter? This track became the centrepiece of the film “The Return.” “Butter.ATL” is an original track by Ludacris that took listeners and fans by complete surprise. Rather than rap with his usual articulation and flow, he created a track that was more in line with the rappers of today – he switched from his usual lyrical rhymes to unclear vocal deliveries, giving it a new school (mumbled), peanut butter sound. The chorus is sung with autotune, a prominent vocal effect used by today’s generation (but not often touched by his old-school peers). These are all layered over a slow-tempo trap beat – a true departure from his traditional roots. It was this change of style that had old generations and new coming together to agree that his new flow was dope. It’s not easy to completely change up your style when you’re as iconic as Ludacris. But luckily, he had some incredible help – the single was created at the iconic Patchwerk Recording Studios with legendary producer She'kspere, and with support from new school rapper Gunna.