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Vanilla Ice is here to energize your day: The “Ice Ice Baby” rapper just teamed up with natural energy drink brand Joyburst to launch his own flavor — and yes, it’s vanilla ice cream.
Using only sugar-free plant-based ingredients and caffeine derived from green tea, Joyburst promises a healthier energy boost without the spike-to-crash effect of artificially caffeinated beverages. Plus, Joyburst’s drinks are gluten-free and keto-friendly. The brand also makes hard seltzers – which will also get the Vanilla Ice treatment – and a catalog of elderberry, Frosé, grape, lime and peach flavors.
The energy drink Joyburst, namesake of Vanilla Ice, will be available for purchase in the United States starting June 24 at Walmart, Costco and Joyburst.com, with a case of 12 for $24.99.
“[Joyburst is] elevate and it’s totally energetic for the 90s…. and it’s contagious. But most importantly, it’s fun and delicious,” says Ice. rolling stone in an exclusive interview.
As part of the collaboration, Ice and Joyburst CEO Brad Woodgate (who you might recognize from Joyburst’s Super Bowl commercial) released a single bearing the brand’s name, along with a music video 90s inspired video.
“It’s almost like a boy band type video and an awesome song with just the right amount of energy and playfulness to promote an amazing new product like Joyburst that I’m so excited about,” says Ice, whose real name is Robert Matthew Van Winkle. “It will make you dance and turn you into a teenager. No matter how old you are, it will take you back to those carefree days when you were a kid.
Woodgate says the brand chose Ice because it matched the energy of Joyburst, but also because it could go beyond the typical commerciality of a brand-artist collaboration. “This is not an advertisement. This is not an advertisement,” Woodgate said. rolling stone. “When we commissioned a song to write, we wanted to make sure someone would come up with it artistically with the vibe and the summery feel and the lyrics that would accomplish that.”
As expected from Ice, ’90s nostalgia was key in the song and video “Joyburst.” “The 90s are so in effect right now,” he says. “Pop culture died when computers ruined the world, and everyone wants to relive what it was like before we all stared at screens all day.”
The rapper remembers things like block parties, Blockbuster movies, and keg parties — all decked out in “big fashion and color” — as 90s staples that made everyone sentimental (even those who weren’t). not yet alive). “It’s still contagious today and that’s what we’re trying to bring back with a Joyburst. The fun and playfulness of life,” he says. “It also shows you that nothing has really changed in terms of fashion since the 90s. And that doesn’t bother me at all because I like being stuck in the 90s.”
True to his love of the decade, Ice is gearing up to headline the I Love The 90’s Tour alongside All 4 One, Color Me Badd, Coolio, Tone Loc and more. The tour kicks off June 25 in Denver, Colorado and ends December 23 in London. See the full list of tour stops and buy tickets at Ticketmaster.com.
Although Ice criticizes computers as a pop culture killer, he enjoys a significant presence on TikTok: “Ice Ice Baby” resurfaced as his popular TikTok in 2020, and the rapper now has more than 700,000 followers on the social media platform. “I’m always surprised by TikTok,” says Ice. “I still love the world of TikTok because it’s full of fun and it gets infectious, but I see a generation of people having fun with life and enjoying creativity,” he says. “I can’t wait for TikTok to get our hands on our Joyburst music video, I think it’s going to be a huge hit this summer.”
The Dallas native recently took to TikTok to tease the release of his Joyburst drink, captioning the video, “Get some pep in your step! Pick up the new Joyburst Vanilla Iced Energy Drink at any Walmarts and Costco store. On shelves June 23.
Put some pep in your approach! Pick up the new Joyburst Vanilla Iced Energy Drink at any Walmarts and Costco store. On shelves June 23 #joyburst #VanillaicejoyBurst #vanillaice @Walmart @Costco Wholesale
♬ Delicious – Justin Bieber
Joyburst’s Woodgate, meanwhile, predicts a massive resurgence for Ice: “This guy works hard. He wants it, you know. He rightfully feels he paid his dues and he brought pop culture and hip hop to the main frame. And I think he’s gonna have the next two years with his song releases and [then] it’s going to be back in mainstream media.