Singer, rapper, and songwriter Chow Mane joins McDonald’s to talk Lunar New Year, representation in the music industry, and McDonald's Chicken McNuggets®.
Ok. I’m a sucker for a clever artist name and Chow Mane is just about as clever as it gets.
Immediate yes for me.
Now that I have that off my chest, let’s talk about this campaign! 😂
McDonald’s and music just go together. It is literally impossible to read “ba-da-ba-BA-BAAA” without singing it in your head–but the brand’s ties to music reach far beyond the iconic jingle. McDonald’s has a long history of supporting artists and musicians and we love that we get to be part of that.
One of the things that I love the most about our MAX music campaigns with McDonald’s is that the brand isn’t afraid to dive deep into a niche. We talk a lot about diversity within diversity at MAX and it’s always exciting when a brand is enthusiastic about amplifying diverse voices. McDonald's is committed to working with artists who reflect the nuanced cultural diversity of the brand’s target audience–and sometimes that means working with artists who are crossing, blending, and creating new genres.
For this campaign, McDonald’s wanted to partner with a rising star who could authentically speak about their experiences as an Asian American in the music industry. Our artist team surfaced singer, rapper, and songwriter Chow Mane, a Bay Area rapper whose relatable lyrics earned him a loyal fanbase and helped propel him to national fame.
I love hearing artists talk about their personal histories, so I super love that Chow Mane talks about his favorite Lunar New Year traditions and how his family blends Vietnamese and Chinese traditions to create a unique experience. Between takes, Artist Relations Manager Rachel Robillard got to talk to Chow Mane about the shirt he’s wearing in this video: it’s his own merch for his AZN DRGN album–perfect for the Year of the Dragon!
This campaign also includes a couple of short-form videos and I love that our team created content that really lets Chow Mane’s personality shine. While a lot of his lyrics are deep, insightful, and reflective, he’s also really funny and incredibly clever (I’ll point back to his artist name as my primary evidence 😂) so it’s fun to see that side of him in these videos.
This campaign also has a special treat for fans: McDonald’s & Chow Mane are serving up a song so fresh it’s not even released yet! This campaign gives fans a sneak peek (sneak listen?) of Chow Mane’s next release, “Two of Us”–jump on that pre-save here.
Chow Mane is a versatile and talented singer, rapper, and songwriter known for his dynamic blend of hip-hop and R&B. With roots in San Jose, California, his music reflects a diverse range of influences, delivering catchy melodies and insightful lyrics that resonate with a diverse audience.
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Mindy Noël Nash
