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Erykah Badu, often hailed as the "Queen of Neo Soul," is a Grammy Award-winning singer, songwriter, record producer, and actress whose distinctive style and lyrical depth offer unique partnership opportunities for brands seeking authentic and culturally resonant collaborations.
Badu launched her own cannabis line, That Badu, in partnership with the Cookies cannabis brand in 2023.
She also founded a company Apple Trees in 2020 that sells cannabis-related accessories.
The talented singer has also collaborated with several prestigious brands, including Valentino and Marni.
The talented singer has also collaborated with several prestigious brands, including Valentino and Marni. With the latter, she co-created a ...
That Badu x Cookies is one of the collaborations available through her Badu World Market.
The connection between Puma and Erykah Badu is best understood as a long term creative collaboration rather than a standard celebrity endorsement.
Last week, she teamed up with Los Angeles-based streetwear brand Chinatown Market to create a series of limited edition T-shirts.
In 2008, Badu became the face of fashion designer Tom Ford White Patchouli fragrance. Ford, longtime friends with Badu, considered her the best choice for the campaign. "I have always considered her a true beauty ... she just fits", says Ford.
In late December 2013, it was announced that Badu would become the face of Givenchy's 2014 Spring collection.
Badu made her New York Fashion Week debut alongside designer Kerby Jean-Raymond in 2016, styling for his Pyer Moss collection titled "Double Bind." Erykah Badu and Kerby Jean-Raymond titled this collection after Gregory Bateson's idea Double bind. Badu called this collection a "movement" against issues including depression, racism, and hatred.
Erica Abi Wright, known professionally as Erykah Badu, was born on February 26, 1971, in Dallas, Texas. Her musical journey began at a young age, actively participating in singing and dancing from four years old under the guidance of her mother and other influential figures in Dallas’s arts community. She attended Booker T. Washington High School for the Performing and Visual Arts and later studied theater at Grambling State University before dedicating herself fully to music. Badu’s early career involved performing in local venues and forming a band, Erykah Free, which led to a demo recording that caught the attention of Kedar Massenburg, a record label executive. This critical encounter led to her signing with Universal Records, marking the official start of her professional recording career.
Badu’s debut album, “Baduizm,” released on February 11, 1997, achieved significant commercial and critical success. It debuted at number two on the Billboard charts and became triple-platinum certified by the RIAA. The album’s lead single, “On & On,” earned her a Grammy Award for Best Female R&B Vocal Performance. Later that year, her live album, “Live,” also achieved double-platinum status and featured the popular track “Tyrone.” Throughout her career, Badu remained a prolific artist, releasing subsequent studio albums such as “Mama’s Gun” (2000), which featured her first top 10 single, “Bag Lady,” and “Worldwide Underground” (2003). Her work consistently blended R&B, soul, and hip-hop, often drawing comparisons to jazz legend Billie Holiday for her unique vocal style and deep lyrical content.
In the later stages of her career, Badu continued to innovate and explore new sonic territories. Her “New Amerykah Part One (4th World War)” (2008) and “New Amerykah Part Two (Return of the Ankh)” (2010) showcased her experimental approach, incorporating elements of funk, jazz, and electronic music while addressing sociopolitical themes. Beyond music, Badu expanded into acting, appearing in films like “Blues Brothers 2000” (1998) and “The Cider House Rules” (1999). She also co-founded the Sugar Water Festival to promote health awareness for African-American women and launched her independent record label, Control Freaq. In recent years, Badu has diversified her ventures, including a cannabis line and a new collaborative album with The Alchemist, “Before the World Blows,” slated for release in 2026, further cementing her status as a versatile and influential cultural icon.
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