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Home • Entertainment

Latto Is Making Sure Her Fans Aren’t “Brokey” With New $10,000 Challenge

The Sugar Honey Iced Tea rapper apologized to shading hard workers by offering a cameo contest.
Latto Is Making Sure Her Fans Aren’t “Brokey” With New $10,000 Challenge
By Rosemary Akpan · Updated September 18, 2024

If you ever find yourself calling someone broke, take a page from Latto’s book and just give them some money. The 25-year-old rapper announced a new challenge earlier this week after receiving backlash on her song, “Brokey,” a playful and catchy single that melodically shames and mocks people’s financial abilities. 

Latto, who debuted her third studio album Sugar Honey Iced Tea (S.H.I.T.) in August, sparked controversy over her lyrics: “You won’t catch me in no shark boots / y’all burnt ’em out / Bitches gotta wait ’til they birthday to go out of town Brokey.” Latto also spits: “You gon’ meet him halfway / I’m gon’ meet him at the bank.”


One Tiktoker jokingly responded to the song with a video explaining, “I’m a regalar, degular [person] I’m not a celebrity, I don’t have the money you have to be going out if it’s not my birthday … I got bills.”  Others joined the conversation by making tweets and humorous videos questioning and poking fun at Latto’s classist lyrics.

As a response to the backlash, Latto tweeted, “I hate that y’all think I was calling hard workers brokeys so I got $10k for whoever make the best video at they job to brokey.” The Atlanta rapper added, “I’ll fly u out to be in the music video…no mo waiting til ur bday to go outta town. Tag me & hashtag #Brokey so I can see them all.”

The challenge has sparked mixed feedback, with some fans expressing excitement over the chance to receive a potential bag from the rapper, despite risking their livelihoods. Other fans have been more critical of the self-proclaimed “Big Mama,” suggesting that she’s doubling down on her “Brokey” remarks.

“‘No mo waiting til ur bday to go outta town’ is so back handed,” tweeted one user. Another person added, “if they fire me, can we break up the $10k bi weekly til I find me another job?”

Though this may be a potential marketing strategy aimed at increasing streams for both the single and the overall album, the “Brokey” hashtag has already attracted several contributions from various professionals documenting their daily routine in 30 seconds or less. So far the challenge has received entries from waitresses, factory workers, resort hostesses, nurses, teachers, and even a news reporter – all in the hopes of winning thousands of dollars and sharing the screen with the Georgia native.

Following the announcement, Latto received praise from fellow musician and social media influencer Queen Naija. The R&B singer took to X (formerly known as Twitter), expressing her enthusiasm by tweeting, “now this is dope” in response to the challenge.
As of right now, there is no hard deadline for the contest. However, Latto has been interacting and engaging with a few of her favorite videos on X and TikTok. She explained how difficult it’ll be choosing a winner, with tweets like, “it’s gon be so hard to choose” and “it’s so many good ones.”

Yet, she notes that she’s been saving “winner worthy” videos from the challenge.

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