Big Freedia is having a moment.
The New Orleans bounce artist, who's collaborated with both Drake and Beyoncé, is disrupting the status quo in the music industry with her fearlessness -- and her recent partnership with Facebook is a nod to the importance of being unique.
As part of Facebook's new More Together campaign, which focuses on the core benefit of Facebook Groups, the social platform enlisted Big Freedia to star in its first-ever ad in Grammys telecast. As expected, the partnership was a match made in musical heaven, and it revealed one of Freedia's hidden interests: kazoos.
That's right, the iconic musician known for her catchy lyrics and bold fashion statements, is also into kazoos. In the 60-second spot, actual members of the International Kazoo Players Association Facebook group find themselves involved in a traveling kazoo performance that leads them into a full-blown concert with an unexpected enthusiast at the very end: Big Freedia. The lively ad also showcases one of the artist's new singles from her forthcoming EP, "Louder."
"I just love the message behind the whole commercial because it's about expressing yourself and finding the community that you belong to -- [that's] everything I believe in," the star told AOL's Tatiana Pile.
The connection between Facebook and Big Freedia to bring this spot to life was pretty natural, according to the brand. Both Facebook and the musician are working to inspire others to be proud of their passionate individuality and express it louder than ever. And although Facebook wasn't around when Freedia was growing up, music was -- and it saved her life.
"Music has always been an escape for me. I used to use it back then to escape the things that were happening in my neighborhood and my community to stay out of trouble. That was my way of going to church, so music has always been a big role in my life," Freedia shared.
With her new musical project set to debut March 13, Freedia hopes that her music will touch fans the same way it helped shaped her life during her transformative years.
"Louder is all about coming with new fresh ideas, coming bold and louder for 2020. Expressing yourself, being who you are, going out and showing the world that you can be loud and bold and a great person that brings great energy in the world," said Freedia. "My album is going to be full of fun, full of life and just bringing that presence for 2020. It's going to be a big project for me, I think this is going to be one of my biggest projects thus far and I'm super excited about it," she continued.
Watch the energizing commercial below:
We gettin lit for the biggest night in music!!🔥🔥I teamed up with @facebookapp and my friends in the International Kazoo Players Association Facebook Group for an unforgettable #ad featuring LOUDER 🔊🔊airing during the #GRAMMYs ! LOUDER EP out March 13 WHO READY?! #MoreTogetherpic.twitter.com/o5nXShO92y— Big Freedia (@bigfreedia) January 24, 2020
Also, here's a look at 2020 Grammys red carpet arrivals: