Latto Levels Up With New HALLS “Rapper Wrote This Wrapper” Campaign

Armon Sadler
·6 min read
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Latto’s newest single “Issa Party” opens with her keeping it 100 about her year thus far: “The motherf**kin’ biggest/ I been puttin’ belt to a** all summer/ I feel like y’all bi**hes’ mama.” From her summer banger “Put It On Da Floor Again” with Cardi B, to two Grammy nominations earlier this year, to earning a No. 1 on the Billboard Hot 100 with Jung Kook’s “Seven,” to her Wingstop partnership, the Atlanta rapper has made a strong claim to the throne.

Now, the 25-year-old has joined forces with HALLS to combat cold and flu season as the face of their “Rapper Wrote This Wrapper” campaign. Marking the first time in over 10 years that the quotes on the inside of the cough drop’s wrappers have been updated, the “Big Energy” rapper adds her own unique phrases to motivate consumers to push through their sore throats and sniffles.

“I’m loving these big collaborations that have been just happening for me and my career,” she said of her latest partnership. “I’m manifesting it. I’ve been using HALLS since [I was] a kid, so this is very full circle and huge for me.”

VIBE caught up with Latto to get a sneak peek of one of her original phrases. We also discussed film reboots she’d like to star in, her bucket list of musical collaborations, and more.

VIBE: You are partnering with HALL’S “Rapper Wrote This Wrapper” campaign. How does it feel to be a part of this and to be doing it in your own unique way?

Latto: Right? Huge, huge. I’m loving it. I’m loving these big collaborations that have been just happening for me and my career. I’m manifesting it. I’ve been using HALLS since [I was] a kid, so this is very full circle and huge for me.

I tried to think of how you would write a motivational phrase inside a wrapper, and I want you to grade this 1 through 10. So, one phrase that I came up with is, “Put sickness on the floor.”

Oh! Oh, okay now! Hold on, I’m going to give you a 10 out of 10.

Now, can you give us a sneak peek of what people will see when they open up your Latto-themed cough drops?

Yeah, I just kept it very short and simple. My idea of motivational quotes, things that I would say in real life. So for example, one of them is, ’Keep it 100.’ So it’s just very short, simple, straight to the point. Just kind of what I felt like I would want to see when I opened up a cough drop.

It’s been a big year for you collaboration-wise. Who are some other brands that you would love to partner with?

Oh my gosh. I feel like there are no limits anymore. It’s limitless. HALLS is huge. Wingstop was huge. I’ve also done Savage x Fenty with [Rihanna], that was huge. So, at this point, I need to write ‘em down. I do need to get me a little goals list because I’m just manifesting. I’m going to have to write me a list down and think of that because it’s actually happening.

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You’ve been expanding this year as well. A lot of people were very happy with your work on Grown-ish. I know you spoke previously about wanting to step into more acting roles. What are some TV shows or movies, especially reboots, that Latto would like to be part of?

My favorite show was Snowfall, but they just ended it, so that’s out of the question. I would’ve loved to be on Snowfall. I watched BMF a lot. ATL and White Chicks [are my favorite movies], so maybe something with those.

Musically, you have been on a tear this year. “Put It On Da Floor Again” with Cardi B was huge. You just recently dropped “Issa Party” and there’s just been a lot of momentum for you. It feels like you’re locked in on a different level. Can you credit that to anything in particular?

I don’t know. I just feel like [the] temperature rising and baby, I’m going harder than I ever been. I think people be forgetting that I’ve been rapping since [I was] eight years old. The passion is there. I really just love music. So, I’m not going nowhere no time soon. I really love what I do and I’m having fun with it.

We can tell, and it’s produced some very fun records. It’s been a little bit over a year since you dropped 777, which was obviously a very big album for you. Can we expect another album?

Oh, for sure. I’m loaded up on music, just trying new sounds, playing with new beats outside of my comfort zone. BPMs, working with new producers, even as far as helping produce the beat. So, yeah, we got a lot of new crazy-sounding music on the way, and I’m just coasting my perfection on balancing the streets, pop Latto, R&B Latto, and being the versatile queen I am.

Are there any artists or producers that you haven’t gotten a chance to work with yet that would be on your bucket list? 

I was super blessed to have worked with Pharrell. I did a couple [of] sessions with Pharrell in Miami and we created some fire stuff. Lately, I’ve been like, ‘I got to get in with [Metro Boomin].’ Me and [Pooh Beatz] and [Go Grizzly] are like The Avengers right now. We’ve been locking in and creating some fire-sounding music as well. It’s limitless, it’s limitless. I really keep saying that, but it just seem like I’ll say something and it just happens. I’m really just covered.

If you could describe your 2023 in one word, what would it be? You can do more than one if you have to.

Okay, this is multiple, but ‘beat the odds.’ I feel like I’m just beating the odds. I feel like every time they got something to say, it’s just like boom, right hook. Boom, next. So, I’m going to just say beating the odds.

Is there anything else that your fans should be looking out for in either the near future or beyond that?

Bigger collabs, more big collabs, more music, more visuals, just everything, level up. That would’ve been a good quote for the last question too, ‘level up.’ But just everything bigger and better. Like you said, I’m really locking in on my career and my craft and taking it as serious as [I’ve] ever taken it. So, yeah, I would say level up.

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