BLK, the largest dating app for Black singles has found a unique way to encourage people to get vaccinated.
The app has partnered with rap legends Juvenile and Mannie Fresh, turning the iconic classic ‘Back That Thang Up’ into the new vaccine anthem ‘Vax That Thang Up’. The new track, which also features fellow New Orleans veteran Mia X, comes along with a music video.
The track has a comedic angle to it but the message from the BLK campaign is clear: dating is safer once both partners are fully vaccinated. The reboot marks the first time in music history that artists from Cash Money and No Limit have collaborated in any official capacity.
“I just wanted to do something positive for my people and to stand in the front to show that I’m willing to sacrifice my life not just for me but also for my family,” said Juvenile about the new project. “We don’t know what we’re facing right now but we really do all need to be vaccinated so we can continue to do our thing and survive.”
Despite the U.S. doing well in getting its people vaccinated, young adults is the demographic which has been the slowest out of all. “We have a direct line to the audience that needs to internalize this message,” said Jonathan Kirkland, BLK Head of Brand & Marketing. “The song may be playful and fun, but the underlying message is as real as it gets.”
Watch the video below.