How Fat Joe’s Post-Verzuz Hype + Instagram Live Show Led To White Castle Deal


Exclusive – Fat Joe’s rap moniker doesn’t exactly suit the Terror Squad vet these days. Noticeably slimmer, the 51-year-old Bronx native has stepped up his fitness and diet regimen over the years, resulting in his smaller physique.

So when Fat Joe teamed up with White Castle for the burger joint’s new campaign, it was natural to wonder if the Sloppy Joe and Smokey Joe sliders meshed with his healthier lifestyle. As Fat Joe explains to HipHopDX, there’s a way to still enjoy the White Castle menu without derailing his diet.

“It’s all about eating in moderation, like any meal,” he says. “I still treat myself to White Castle sliders while making other adjustments to my exercising and dieting habits. You just have to be disciplined and committed, so that mindset lets me enjoy White Castle while still slimming down.”

For Fat Joe, working with White Castle is a full-circle moment. Growing up in the gritty New York City borough, he used to frequent White Castle all the time as a kid. “I’ve always loved the Double Cheese Sliders with onion rings on the side, so working with White Castle genuinely relates to me and my interests,” he explains. “I only partner with brands that are authentic to Fat Joe.”

But White Castle came looking for Joe — and very organically. Following the explosive Verzuz battle between The LOX and Dipset last August, Fat Joe hilariously recapped the event on his Instagram Live show.

“So I’m sitting there adjusting my mask,” he said at the time. “Just when I thought it couldn’t get better, Jadakiss comes on and goes, ‘Aye Harlem, I’m really outside. You know me, it’s Jada. The place erupts. I lose my mind. I’m going fucking apeshit crazy. I can’t control the passion. Now I was neutral, but when the shit comes on that I’m on, I fucking lose it. … I almost pulled a Lil Mama and rang up in the ring.”

Fat Joe then took a little trip to a local White Castle, which he mentioned in the clip — and that was all it took. So, White Castle came looking for Joe.

“I was giving my Verzuz recap on The Fat Joe Show the day after The LOX’s battle against Dipset and telling people how the energy in the room made me grab White Castle and tap into my Bronx roots,” he says. “The team at White Castle saw the viral video, reached out to show love and the rest was history. I have way too many memories associated with White Castle and still do to this day, so it started as an authentic appreciation for them that progressed into a natural partnership.”

The fact the partnership even happened at all is historic. At one point, Hip Hop was shunned by big companies that didn’t want anything to do with the genre. Now, Ice-T, Snoop Dogg, Eminem and other pillars of the culture often pop up on television commercials, cereal boxes and other promotional ephemera.

“There was a time when brands didn’t want to associate with Hip Hop culture, so it will always be important and we’ve come a long way,” Joe adds. “Hip Hop sets the trend today, so the brands and the endorsements are gravitating to our culture. It’s beautiful to watch, especially in the food industry when you’re seeing myself, Jack Harlow [KFC], Megan Thee Stallion [Popeye’s] and other rappers team up with different chains.”

And to think — it never would’ve happened with The Fat Joe Show, which has helped Joe grow his platform and amass over 4.6 million Instagram followers in the process.

“I started The Fat Joe Show on Instagram Live when the COVID-19 shutdown first took place in 2020 and the world stopped,” he says. “For me, it was a way to connect with my fans, keep myself occupied and share stories with my friends across the industry. I knew early on that the show had potential to make an impact and I’m glad the people continue to support it. The Fat Joe Show helped connect me with White Castle, so you just never know who or what you’ll see and what will happen.”