German rapper Badmómzjay has partnered with Telekom to promote new youth-targeted mobile plans. The 22-year-old artist, known for her authenticity and connection with Generation Z, is helping to challenge perceptions about the telecommunications giant’s pricing.
Bridging authenticity and advertising
Despite the potential contrast between her vibrant red hair and Telekom’s signature magenta, Badmómzjay (real name Jordan Napieray) embraces the partnership with perfectly matching pink fingernails. The campaign slogan, “Need gold for magenta? Better check again,” builds on their previous collaboration promoting understanding for people who are different. “Of course it’s advertising,” she acknowledges in an exclusive interview with WirtschaftsWoche, “but I think we’ve managed to keep it super authentic.”
Telekom executives praise the rapper’s professionalism, describing her as intelligent, punctual, reliable, and business-savvy. Michael Falkensteiner, head of market communications at Telekom Deutschland, explains: “Jordan exemplifies Generation Z. The right song, film, or series at the right moment is balm for the soul of a generation under enormous pressure.” Badmómzjay herself spends at least eight hours daily on her phone, using it for work, inspiration, and fan engagement. She actively participated in developing the campaign through numerous meetings with Telekom.
Social responsibility and digital awareness
From humble beginnings in East Berlin, Badmómzjay has built an empire with two million followers, 60 million song streams, and her own cosmetics line. Despite her success, she remains concerned about social issues. She expresses shock at the far-right AfD party’s success among young voters through TikTok: “Every single vote for the right is one too many.” On social media usage, she advocates for responsible consumption: “It depends on how you spend your time on your phone and what you watch.” She emphasizes the importance of fact-checking and source credibility, often having her team review content before she shares it. Looking ahead to 2025, the artist promises new music that will show more of her emotional side: “I want to bring people even closer to who I am.”
