Rapper ArrDee has reportedly landed a huge six-figure deal with fashion brand boohooMAN.
The musician, 20, whose real name is Riley Davies, signed the deal after a controversial alcohol advert he featured in was banned.
After a string of successful radio hits, including Oliver Twist and Body, ArrDee appears to be widening his career opportunities.
A source told The Sun: ‘Ardee’s had a meteoric year and is only going to get bigger. Both parties are delighted to get the deal done and can’t wait to get to work on some exciting campaigns.’
Earlier this year two adverts for booze brand Litty Liquor that featured him were pulled from social media for failing to comply with strict rules.
New deal: Rapper ArrDee has landed a huge six-figure deal with fashion brand boohooMAN
Struggle: The musician, 20, whose real name is Riley Davies, signed the deal after a controversial alcohol advert he featured in was banned
The Advertising Standards Agency (ASA) received a complaint that the three Litty Liquor adverts, which were made up of two pictures and a video, broke the rules because they featured ArrDee who ‘appeared to be under 25’.
The complaint also said the adverts encouraged excessive and irresponsible drinking.
Two pictures featured ArrDee in a distillery surrounded by bottles of spiced rum, while a third was of him in a nightclub.
The adverts have since been removed and Litty Liquor said they will review their advertising policies.
The ASA said at the time: ‘We understood that the word ‘lit’ had a long history of being used as a slang term for being drunk, and that it had also become popular within the rap music scene to indicate being intoxicated.
‘We noted that in recent years the term ‘lit’ had also been used in rap music to mean that something was exciting, or of an excellent quality.
‘However, because the ad was focused on the creation and consumption of an alcoholic drink, and was set in a nightclub and a distillery, we considered that consumers would likely associate the phrase ‘#GETLIT’… to relate to the consumption of alcohol, and becoming intoxicated.’
Talented: The rapper initially gained traction with his songs ‘6AM in Brighton’, his Plugged In freestyle on PressPlay and his BlackBox freestyles
‘We therefore considered that the ad was likely to encourage excessive consumption of alcohol.
‘While we welcomed Litty Liquor’s removal of the ad, we concluded that the ad was irresponsible because it encouraged excessive drinking, and breached the code.’
The rapper initially gained traction with his songs ‘6AM in Brighton’, his Plugged In freestyle on PressPlay and his BlackBox freestyles.
He has since gone on to release a slew of successful singles such as ‘Oliver Twist’ which reached Number 6 on the UK Singles Chart, and ‘War’ with Aitch.
Source: | This article originally belongs to Dailymail.co.uk