CoverGirl Not Here For Young Thug’s Take On “Easy, Breezy…” Slogan
Young Thug has been credited as a “fashion icon” in the past few years bringing a colorful voice to hip-hop rocking everything from fingernail polish to cheetah-print dresses. While the CoverGirl brand might be able to appreciate his beauty choices, they can’t get behind his most recent message, particularly because it borrows a slogan they’ve featured for decades.
In April, Young Thug announced an upcoming project entitled Easy, Breezy, Beautiful Thugger Girls but when the album was released on June 16th, the title was shortened to Beautiful Thugger Girls. VIBE reports that fans suspected a legal issue was behind the name change. Recently a CoverGirl representative confirmed in a statement that the album’s message was in direct conflict with their brand and that the rapper didn’t have permission to use the slogan or anything like it:
“CoverGirl was not contacted by Young Thug or any parties regarding his original album title. The album is not aligned with our values at CoverGirl. Violence and abuse are unacceptable behaviors. We do not support the use or association of our iconic slogan, ‘Easy, Breezy, Beautiful, CoverGirl ‘ with Young Thug’s video, album or promotional materials.”
The unacceptable behaviors the brand referred to are a part of a promotional video for the album that was posted. The video shows a group of women in black ski masks with the initials “E.B.B.T.G.” stitched into the forehead violently beating up another woman as a part of a gang initiation into the beautiful thugger girls clan. After beating the young woman up, the group takes her into a room covered in creepy baby dolls that have been scribbled on with a Sharpie marker and missing arms and legs. The group proceeds to light candles in what appears to be some kind of ritual and covers the woman’s battered and bruised face with duct tape that they then label with the words “Easy, Breezy, Beautiful Thugger Girls.”
Despite the controversy and confusion the promo caused some fans, SPIN recently reported that Beautiful, Thugger Girls is a pretty solid album:
“The results are something to behold. In its sonic specificity and imaginativeness, Beautiful Thugger Girls makes for Thug’s most unified project since Barter 6, mixing a more direct aim at crossover hits with the same inspired flights of stylistic fancy that have characterized his patchy but always-imaginative releases over the past two years.”
“The album feels unprecedented within his catalog because it strikes a balance Thug has never quite pulled off on a single project: mixing a unified, album-wide sound with moments of aggressive experimentation and nagging hooks.”
Looks like even if CoverGirl can’t get behind the message, the music is at least good. You can check out the promo video that’s causing all of the hoopla below:
— Young Thug ひ (@youngthug) June 13, 2017
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