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Bone Thugs-N-Harmony Undergoes Amusing Rebrand for Buffalo Wild Wings

The veteran hip-hop group announced a fresh name that shows no one is above a marketing campaign.

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See you at the crossroads of capitalism and hip-hop. Longtime group Bone Thugs-N-Harmony announced Tuesday that it’s “Boneless” now in a spoof ad for restaurant chain Buffalo Wild Wings. 

The members also revised their names to be “Boneless”, too, so it’s now Krayzie Boneless, Flesh-N-Boneless, and Wish Boneless — except Layzie Bone, who said “I aint’ changing shit” in the ad video. “Boneless still rhymes with bone. Boneless is cloneless, tryna keep up with the boneses joneses boneless,” Flesh-N-Boneless said in the video.

The group has been together for more than two decades, and in that time, has seen other names, including The Band Aid Boys and B.O.N.E. Enterpri$e, according to Rolling Stone.

“These boneless wings are so good, what if they made Bone Thugs-N-Harmony have an identity crisis,” Seth Freeman, the CMO of Buffalo Wild Wings, wrote in a statement. But the group’s manager Steve Lobel told Rolling Stone that a marketing manager contacted them about the idea last year.

The group has rolled out the new name on Instagram and Twitter, but as of Thursday, the change was not reflected on its Spotify page.