Wiradjuri rapper YNG Martyr is making waves in the music scene, recently securing a record deal and growing a dedicated fan base.
Now, he has reached a significant milestone by collaborating with the iconic video game franchise, Call of Duty, to promote the release of Black Ops 6, which launched on Friday.
YNG Martyr has created an advertising campaign featuring the "Replacer", a character who allows people to stay home and immerse themselves in the new game - by filling in for them in their day to day life.
The collaboration marks a full-circle moment for YNG Martyr, who credits his beginnings in the gaming world for his rise as an artist.
"It's a super surreal feeling," YNG Martyr said of working with Call of Duty.
"I grew up playing COD and freestyle rapping in the lobbies.
"I started everything in COD; I learned how to edit making videos on COD and learned how to rap. It's crazy to be in a position working with them now."
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Reflecting on his career journey since starting to rap at the age of 13, he notes how crazy it is to realise such a collaboration.
"It's a trip for them (COD) to not only know who I am but to want to work with me."
This partnership highlights his growth and recognition as an independent artist in the industry.
Discussing the advertisement video, YNG Martyr expressed how he wanted to do it 'right' and take advantage of the budget allocated.
"They gave us the general idea of the 'Replacer,' which we ran with," he said.
"The idea is that I'm replacing everyday people so they can stay at home and play COD.
"They came to me with a budget, and we gave them an idea, and it got approved."
This creative process illustrates the collaboration's collaborative nature, showcasing his ability to contribute uniquely to the project.
YNG Martyr has gained significant traction, with influential social media personalities like Kai Cenat and Logan Paul reacting to and using his music for their promotions.
He expressed gratitude for their support, saying: "He (Logan Paul) had no reason to have played my song or supported my music."
"He had nothing to gain; he knows Drake and could have used a Drake song. I'm an independent artist, so that was crazy to me."
His collaboration with Call of Duty carries a powerful message for his fans.
"I used to be a normal kid, playing COD, which I still am," he said.
"But the fact that I get to work with them shows that if a random kid from Australia can make it out with COD, anyone can."
View the official campaign video below.
As for the highly anticipated Black Ops 6, YNG Martyr expressed his excitement about the new features.
"I'm excited; there's a whole new movement system," he said.
"I'm looking forward to getting there and trying everything out. The zombies look really cool."
YNG Martyr's success can be attributed in part to his guerrilla marketing style, which has proven effective.
"If I drop music that I care about, you are going to know about it," he said.
"You'll be scrolling on your phone, so I think, 'What value can I give you that'll make you stick around and realise it's a banger?'
"It's all about thinking of ways I can visually convey what the song's about to me and just pushing it out."
As YNG Martyr continues to rise in the music industry, his collaboration with Call of Duty serves as an inspiring example of how passion and creativity can lead to unexpected opportunities.
The Black Ops 6 launch is set to showcase not only the game but also the artistry of this talented Wiradjuri rapper.
