Thundercat has created a new song in partnership with Listerine for the mouthwash brand’s Whoa Collection. The collection supports Increasing Diversity in Dentistry, an organization that provides “opportunities for historically underrepresented populations in the United States who are interested in the dental profession,” according to the nonprofit’s website. As much as $150,000 of profits made from the Whoa Collection will be donated to Increasing Diversity in Dentistry. The campaign is co-developed by Compound, a stylish marketing agency.
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Thundercat’s promotional song for Listerine is a hypnotic jam, featuring the word “fresh” every so often. Thundercat’s contribution to the campaign also includes visual art made by King Saladeen, which is featured on a newly unveiled bottle of Listerine.
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In a recent press release, Listerine revealed all the details regarding the Whoa Collection. “LISTERINE and Compound – a creative agency that celebrates and elevates culture – will introduce The Whoa Collection to help close the gap in the diversity of dentistry within the Black community (listerine.com/WhoaCollection),” the statement reads. “The collaboration, which features original contributions from respected visual artist King Saladeen and Grammy-award winning producer Thundercat, includes varied and sensory stimulating media designed to raise awareness, inspire long term support and ultimately improve representation.”
On their official website, Listerine discusses the lack of diversity in the profession of dentistry. “Studies show that more than 12% of the nation’s population is Black, however less than 4% of dentists identify as such. At the same time, there is a major disparity in oral health care access, with a reported 40% of Black adults in the U.S. living with untreated dental cavities,” the website states. “By improving Black representation and increasing this percentage of practicing Black dentists, we can positively impact the understanding, behaviors and access around oral healthcare.
“To do so, Listerine has partnered with cultural agency Compound to produce this one-of-a-kind collaboration that brings together art, music, and charity efforts,” the website continues. “The partners worked with prominent Black artists and engaged impactful culture curators to develop a limited-edition bottle design, an original musical track, digital and social content, and endowment.”
Thundercat has not released a studio album since It Is What It Is in 2020, but the artist has been featured on new songs by Ty Dolla $ign, Kaytranada, and Gorillaz, and also collaborated with Tame Impala on the track “No More Lies” earlier this year. Thundercat is currently embarking on his In Yo Girl’s City Tour.
Photo by Tim Mosenfelder/Getty Images
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