Young Thug's new project, Jeffery, is on the way, but it seems the rapper's new name might not be as permanent as we previously thought.
Thug spoke to Travi$ Scott on his new Beats 1 .Wav radio show to clear up the confusion surrounding his new name change. "I'm Jeffery for one fucking week. If I don’t sell a 100,000 copies."
In support of Thug, Scott said, "Let that be known. Let that be stated. We going for 100,000 first week." He added, "I'm doing my verse tonight."
"This motherfucker gonna be held back six hours for Travi$ Scott," Thug clarified. Originally, Jeffery was expected to arrive on Tuesday, August 16, which is also Thug's birthday. However, a recent Snapchat from Thug's 300 CEO, Lyor Cohen, hinted that we would have to wait a little longer to hear the new material. "You know your name is Young Thug! No!! My name is Jeffery AUG 26," Cohen's post read.
For his part, Cohen also stepped in to clarify the name change. "The reality is, when you see this commercial, you're all going to understand what we do here at 300," he explained. "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. Please respect us to actually segue and utilize his name going forward because it's important."
It seems Thug's name change is his label's latest effort to rebrand the rapper. In recent months, Thug has changed his hair color, showed off some new teeth, and literally buried his old album, Slime Season 3, at this year's SXSW in Austin with a funeral procession down the city's famous 6th Street to promote the album. It was pretty incredible marketing, and it seems it could've been the rapper and label's way of saying the project would be the last of the old Thug.
Of course, he has also inked some huge new contracts with clothing giants Puma and Calvin Klein as Young Thug, so we will just have to wait and see how his name change fares once his album sale numbers start rolling in.
