Jif, Ludacris and Gunna Spread Peanut Butter and Love for Modern Rap With 'The Return'

Publicis taps top musical and directorial talent for an homage to hip-hop's newer sound

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Hip-hop has evolved immensely over the years. The sharp lyricism and confident showmanship that ruled the charts certainly haven’t left the genre, but they now share a spotlight with more melodic, relaxed delivery that has proven successful for the likes of Migos, Future, Cardi B and more. Hip-hop purists have debated the validity of new school artists, often comparing the sound to that of someone chewing on peanut butter.

Rather than distance itself from the pejorative comparison, Jif is using it to bridge the divide between old and new school rap.



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