Lil Jif Project

Over the past decade, a heated rivalry has emerged in rap culture between more traditional lyrical rap and newer 'mumble rap'. Some people say mumble rap sounds like rappers have a mouth full of peanut butter, so Jif, the biggest peanut brand in the US, stepped in to unite these two generations of rap. Lyrical rapper Ludacris was brought together with Gunna, one of the hottest rappers at the moment, to take part in The Lil Jif Project, which ran across audio, social, TV and beyond.