C4 Celebrates Its New Creative Partnership With Atlanta Rapper Lil Yachty on His Field Trip Tour

Rapper Lil Yachty is celebrating his new partnership with energy drink brand C4 — and, even better, the Atlanta creative was able to use his own unique viewpoint to bring his vision to life.

Vice President Katie Geyer is thrilled about the collaboration and working with the star.

"Yachty is C4 Ultimate Energy’s first multi-year artist partnership. There was a mutual respect and appreciation from early conversations and the more we connected, the more it made sense," Geyer shares with OK!. "Creativity is scarce and Yachty is an industry leader when it comes to creativity and originality."

"He really cares about what he puts out into the world whether it's his music, his fashion, or his brand partnerships," she adds.

As a performer, C4 is a part of Yachty's own routine and helps give him the boost he needs to juggle live shows, songwriting and more.

"As the Ultimate artist, creator and entertainer, Yachty's relentless hustle and pursuit of fresh ideas aligns perfectly with the unapologetic and bold energy that C4 Ultimate Energy offers," the executive explains. "He also genuinely uses and relies on the product for his lifestyle. Yachty is touring right now and the late nights and life on the road can be a grind so he'll drink a C4 Ultimate Energy before getting on stage to keep his energy up."

The "Act Up" writer recently took over Central Park's Summerstage in New York City, and fans were able to grab cans of the popular caffeinated beverage while singing along to "drive ME crazy!"

“As a true creative and visionary, Yachty is involved in every aspect of the partnership from the creative concept to the end result,” the executive shares. “He wants to build together.”

“This partnership also gives us a tangible way to introduce C4 Ultimate Energy to Yachty’s fans. As a partner of the Field Trip Tour, we’ll have C4 Ultimate Energy at most stops which is perfect for keeping the crowd lit all night,” she adds

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As the two brands continue to grow alongside each other, Yachty's listeners can expect to see more content in the future.

"The partnership is a multi-year deal and includes Yachty's Field Trip Tour," Geyer shares. "We're announcing our partnership at the start of the tour, but we're just getting started. You'll see more from the collab in 2024 as we work together to bring ultimate levels of energy to the music industry and beyond."