Kelis tags Levi’s in Africa clip, revives Beyoncé rivalry [VIDEO]
From “Milkshake” to Mount Longonot: Kelis’s Viral Levi’s Call-Out
Singer-songwriter and chef Kelis Rogers, best known for her 2003 hit Milkshake, has gone viral after blending a scenic glamping update from Kenya with a cheeky pitch to Levi’s. The 45-year-old star, who has spent recent years developing an eco-tourism project near Mount Longonot, used a simple video to show her adventurous side while making a bold brand statement.
The clip, posted this morning (August 13) by entertainment aggregator @Raindropsmedia1 on X (formerly Twitter), shows Kelis crafting a wooden picture frame from natural materials in a rural African setting. She then positions the frame to highlight the breathtaking volcanic landscape of Mount Longonot, a dormant volcano in Kenya’s Great Rift Valley. As part of the post, she responds to a fan’s comment suggesting she should represent Levi’s by tagging the brand directly and writing, “Levi’s get it together.”
Her remark — part self-promotion, part playful critique — quickly set social media ablaze, racking up over 41,000 views, 505 likes, 55 quotes, 61 replies, and 117 bookmarks. While some saw it as a lighthearted bid for a brand partnership, others read deeper meaning into her choice of words and timing.
From Music Star to Kenyan Entrepreneur
Kelis’ appearance in the video fits into a larger narrative she’s been building since relocating to Kenya around 2020. The Grammy-nominated singer has shifted her focus from music to sustainable living and entrepreneurship, leveraging her Le Cordon Bleu culinary training and personal brand.
She owns roughly 150 acres of land in the region, where she grows organic produce, raises livestock, and develops eco-friendly projects. Her sauce brand, Bounty & Full, now sources many ingredients from her Kenyan farm. She also promotes cultural immersion through wellness retreats and food events across East Africa.
Her Mount Longonot glamping site — still in development — promises luxury dome accommodations with panoramic views of the park’s volcanic rim. Wildlife like giraffes and zebras roam nearby, and the project emphasizes “adventure in nature” with sustainable, locally sourced amenities.
The wooden frame she crafted in the viral clip was more than just a rustic prop — it was part of her ongoing effort to enhance the glamping site’s aesthetic. For Kelis, these updates are as much about storytelling as they are about tourism.
Why Levi’s?
Kelis’ brand proposal to Levi’s comes at a pivotal moment for the company. In May of this year, Levi’s sold its Dockers brand for $311 million to focus on core denim lines. Under CEO Michelle Gass, the company has expanded its ambassador roster with a focus on diversity and cultural relevance.
Recent ambassadors include Beyoncé, whose 2024 collaboration with Levi’s — tied to her song Levii’s Jeans from Cowboy Carter — generated 1.5 billion impressions and spiked sales. Levi’s also brought on Punjabi singer Diljit Dosanjh this year, Bollywood star Deepika Padukone, K-pop group NewJeans, and UK personality Amelia Dimoldenberg.
Kelis’ playful “get it together” could be interpreted as self-aware humor — or as a subtle dig. The singer has a history of publicly criticizing Beyoncé, most notably over sampling disputes. Whether she intended it or not, the Levi’s comment reignited chatter about their past.
Social Media Reactions
The video’s reception on X was a blend of admiration, humor, shade, and brand marketing speculation.
Thirst and Admiration (60%)
Many comments fixated on Kelis’ appearance. References to her Milkshake era were common, with fans saying things like “That milkshake still fresh” and “Nas is crazy for letting that woman go,” nodding to her past marriage to rapper Nas.
Support for the Proposal (20%)
Some users saw her as a perfect fit for Levi’s, praising her authenticity. “Levi’s should endorse her,” one wrote, while another joked, “She can bring the boys to the yard — now all the way to Africa.”
Criticism and Shade (15%)
A minority accused her of jealousy toward Beyoncé or dismissed her pitch outright. Comments like “She’s so pathetic” and “That milkshake has melted” highlighted the polarizing nature of celebrity brand bids.
Humor and Neutral Takes (5%)
Some took a lighter approach, with one user quipping, “Next she’ll want to be the face of NASA for spotting the moon.”
A Calculated Viral Video
While there’s no indication that Levi’s has responded, Kelis’ post hits multiple marketing sweet spots. It taps into her unique brand — blending music legacy, culinary expertise, sustainability, and African entrepreneurship — while engaging in playful public dialogue with a major global brand.
Her lifestyle aligns with Levi’s recent sustainability messaging, which includes water-saving denim and eco-conscious production. By situating her pitch in the middle of a Kenyan adventure, she projects both authenticity and global reach — qualities brands like Levi’s seek in ambassadors.
Past Meets Present
For longtime fans, Kelis’ Levi’s comment is also a reminder of her influence in the early 2000s fashion and music scene. From her 2006 accessories line Cake to her eclectic style in music videos, she has consistently merged art with image-making. In many ways, this viral moment is simply the latest example of her using visual storytelling to shape her public narrative.
The difference now is context: instead of New York runways or music award shows, Kelis is standing barefoot on Kenyan soil, framing a volcano with twigs. The aesthetic may be rustic, but the marketing instincts remain sharp.
What’s Next?
Whether or not Levi’s takes the bait, Kelis has once again captured public attention without a new album or traditional publicity push. Her Kenyan ventures continue to evolve, and this viral moment could open the door to brand partnerships in fashion, travel, or sustainability.
In an era when celebrity endorsements often feel manufactured, Kelis’ approach — mixing personal passion projects with a dash of playful provocation — may resonate with audiences craving authenticity.
For now, the clip stands as a testament to her ability to turn a quiet moment in the African wilderness into a global conversation.
Beyond the Controversy
For Kelis, this moment isn’t just about denim. It’s about reinforcing her narrative: she’s no longer the New York-based singer chasing chart hits; she’s an entrepreneur in Africa building something tangible and lasting. Even if Levi’s never calls, the viral conversation drives attention to her glamping business, her Bounty & Full food line, and her brand as a whole.
In today’s influencer-driven economy, a well-timed, well-placed “call-out” can function as free advertising. Kelis just proved she still knows how to make her milkshake — and her message — stand out.