A highly touted rapper is changing his name to something that is, quite frankly, ridiculous.
Mixtape titan Young Thug, known for crafting woozy, trap-fuelled hip-hop anthems, is changing his name to, "No, My Name Is Jeffrey," his 300 label boss confirmed.
"The reality of the situation is Young Thug is not going to be 'Young Thug' anymore. His new name is going to be, 'No My Name Is Jeffery'. No, My Name is Jeffery. That's his new name," CEO Lyon Cohen told Rap Radar.
Young Thug, real name Jeffrey Lamar Williams, is due to release his latest mixtape Jeffrey today.
Jeffery pic.twitter.com/DxDErTFvlA— Young Thug ひ (@youngthug) August 14, 2016
Name changes are often used as a ploy by musicians to promote new releases: The artist formerly known as Puff Daddy has been known to go by 'P Diddy' and 'Diddy'; Eminem has been known as Marshall Mathers; while Jay Z recently removed the hyphen from his name. Prince, at one point in his lengthy career, famously changed his name to a symbol.
Lyon Cohen said Thug's new name was part of the rapper's "evolution" and would make sense when fans heard Jeffrey, the follow-up to Thug's well-received March release, Slime Season 3.
"The reality is, when you see this commercial [for the mixtape], you're all going to understand what we do here at 300. Because it's powerful images of what makes someone Young Thug and what the evolution and how someone is Jeffery.
"It's a circular thing, it's important. "No, My Name is Jeffery" is on it's way."