Budweiser & Notorious B.I.G. Estate Bring Back Word Up! for Hip-Hop’s 50th

BIG respect for the news that in commemoration of the 50th anniversary of hip-hop and the milestone of Notorious B.I.G.’s hit track “Juicy,” the collaboration between the Notorious B.I.G. Estate and Budweiser brings forth a limited edition revival of the iconic Word Up! Magazine. This magazine, an extension of Budweiser’s 2021 partnership with the Estate and their rich tradition of collaborating with musical talents, will cast a spotlight on pivotal moments within hip-hop’s journey in American culture and will delve into Notorious B.I.G.’s unparalleled influence spanning decades. The publication will also celebrate the narrative of the American dream encapsulated in the lyrics of “Juicy,” chronicling Biggie’s evolution from modest origins to reshaping the hip-hop landscape.

“Juicy,” with its portrayal of Biggie’s unwavering determination, resilience, and fortitude in his path to becoming an icon, is a testament to his remarkable journey. The track also pays homage to Word Up! Magazine, which significantly contributed to shaping hip-hop culture from 1987 to 2012 and provided inspiration pivotal to Biggie’s ascent. The magazine is notably referenced in the lyrics: “It was all a dream, I used to read Word Up! magazine.” Just as Biggie’s transformation from humble beginnings to legendary status unfolded, this limited edition release of the magazine commemorates hip-hop’s evolution, showcasing its defining moments, and featuring insights from both established chart-topping artists and emerging talents.

Working alongside Gerrie Summers, the Founding Editor-in-Chief of Word Up!, the Notorious B.I.G. Estate and Budweiser have collaboratively crafted this special edition magazine. Gerrie Summers, reflecting on the magazine’s resurgence after more than three decades, expressed her delight at witnessing its revival and its interconnectedness with Biggie’s legacy in hip-hop history.

The collectible magazine, developed in partnership with Cashmere Agency and Doubleday Publishing Company, boasts an attention-grabbing cover honoring Biggie’s enduring impact. The publication will feature an opening verse by Voletta Wallace, letters from influential voices in the industry shedding light on Biggie’s profound influence over the years, and a wealth of handwritten lyrics, rare photographs, personal memorabilia, and untold anecdotes. The magazine will also present perspectives from emerging talents in the industry who draw inspiration from hip-hop’s heritage, including Biggie himself, thereby shaping the genre’s future. Stylistically, the magazine takes cues from the vibrant 90s era, capturing the essence of the pivotal decade in hip-hop culture, as well as Biggie’s monumental career milestones. The magazine will be accessible in limited print quantities and digitally on a nationwide scale.

Voletta Wallace, mother of Christopher Wallace (The Notorious B.I.G.), emphasized the enduring impact of her son’s art and its influence on admirers. She expressed her excitement about the continued collaboration with Budweiser, creating a special magazine edition that held such significance for him. The 50th anniversary of hip-hop holds profound importance in music history, honoring artists, fans, and her son’s memory, making the limited Word Up! Magazine edition with her son on the cover a deeply meaningful project.

Throughout its history, Budweiser has played a pivotal role in music and culture, frequently partnering with resilient and determined artists who share the brand’s ethos. With a strong presence in hip-hop, highlighted by collaborations with artists like LL Cool J, Mary J Blige, Big Boi, Nelly, and Big Sean, Budweiser has consistently celebrated the indomitable spirit and dedication of these musicians. This campaign builds on Budweiser’s existing partnership with the Notorious B.I.G. Estate, celebrating the legacy of the King of New York. This follows their previous campaign, including a commemorative concert in honor of Biggie in 2021.

The limited edition of the magazine is set to launch on the 29th anniversary of Biggie’s album, Ready to Die, which features his renowned single “Juicy.” Adults aged 21 and above will have the opportunity to secure one of the 5,000 print copies at select locations across Atlanta, Los Angeles, New York, Philadelphia, Detroit, and Chicago. Alternatively, they can access a digital copy on us.Budweiser.com/ItWasAllADream.

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Tags: #HipHop50, Budweiser, Hip Hop, Media Stop, Notorious B.I.G., Rhyme Report, Word Up! Magazine

About the Author

Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.