The partnership was born out of a unique tension—rapper Lil Jon was trading krunk for calm with the launch of his first mediation album, expanding the topic of mental wellbeing to an underserved demographic. Partnering for Natural Vitality's CALM’s Mental Health Awareness Month campaign, we threw an album launch retreat with a live mediation, influencer and paid content creation and a CALM mocktail bar, ultimately driving record-breaking sales and awareness.

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