RAP sensation ArrDee has landed a huge money-spinning deal with fashion brand boohooMAN.
The Sun can exclusively reveal the Brit star, 20, has signed a six-figure deal with the fast fashion powerhouse.
A source said: “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.”
Brighton lad ArrDee – real name Riley Jason Davies – isn’t a stranger to a high profile brand partnership.
But earlier this year two adverts for booze brand Litty Liquor that featured him were pulled from social media for falling foul of strict rules.
The Advertising Standards Authority (ASA) reprimanded the brand for using the rapper, who is under 25, in promotional material.
It also claimed the hashtag “Get Lit” encouraged irresponsible drinking.
Litty Liquor insisted it was committed to promoting its products in a responsible manner.
The ASA said: “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.”
“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.”
