Hip-hop artists are taking no days off when it comes to tapping into their entrepreneurial bags.

Fans of Hip-Hop — both the old and new generations — are in for a treat as the South’s very own Ludacris and Gunna have partnered with Jif peanut butter’s The Lil Jif Project. And while Ludacris is no stranger to making business moves, Gunna’s collaboration with Jif is a major win for the Atlanta native as well.

Courtesy of Jif

The Lil Jif Project aims to bring viewers into the new flows of Hip-Hop which makes it the perfect choice of the rap veteran and new age favorite coming together as a dynamic duo for the genre (Ludacris even collaborated with jeweler Icebox for two limited-edition diamond and ruby Jif jars, one for him and one for special use, which is pictured above).

The film is directed by music video and film director, Dave Meyers, and tells the story of how Ludacris’ sound has progressed (with thanks to his love for Jif peanut butter) and how artists such as Gunna have influenced the culture and current status of Hip-Hop.

“Those who know me know I am a die-hard peanut butter lover – I even have it on my rider! The opportunity to bring together two things I love – Jif peanut butter and hip hop music – was a creative challenge I just couldn’t pass up,” said Ludacris in a press release provided to AfroTech. “I’ve been anticipating getting back into the studio for a while now and I saw this as a cool way to merge the best of my roots, inspired by the amazing sounds from artists like Gunna, to see what new-to-the-world magic I could create.”

What started as the latest installment for the “That Jif’ing Good” campaign has now found its way into becoming a TikTok challenge. To kickoff the campaign and Ludacris’ latest single “Butter.ATL,” TikTok creators have been given the challenge to “duet” a verse from the single, but the major key is for them to execute the challenge with their mouths filled with Jif peanut butter. The #JifRapChallenge will help further with educating viewers of how Hip-Hop has evolved from when Ludacris first stepped on the scene to now as Gunna makes his way into solidifying himself as one of today’s hottest artists in the game.

“This project was an incredible collaboration; it bonded two rappers by their shared love of an iconic brand,” said Bettie Levy, Founder & CEO of BCL Entertainment, the Talent Producer for this commercial and campaign. “Ludacris contributed thoughtfully every step of the way to assure the creative was effective and current; this commercial and campaign would not have been possible without his genius, period. As for Gunna, his willingness to dive head-first into the idea was critical as well… and having a director like Dave Meyers and an agency like Publicis NY craft this unique and bold concept shows its creative excellence.”

You can check out the campaign below.

Proceeds from The Lil Jif Project will go toward Ludacris’ charity of choice and contributions will go to the Boys & Girls Club.