Last month VaynerMedia helped orchestrate an event put on by client Fanatics Inc., a maker and marketer of licensed sportswear and other goods, to give away more than 300,000 pieces of licensed apparel to underserved families across the U.S. 

Celebrities and sports stars like Lil Baby, Tom Brady, Eli Manning, DJ Khaled and others participated in the event and now VaynerMedia has released a single and music video from Lil Baby called “Merch Madness.” It celebrates and recaps the experience from the 2020 Grammy winner’s perspective. 

The video was produced by VaynerX’s Eva Nosidam and Richie Souf, and can be seen here, and downloaded here. Lil Baby is giving away all royalties from the single to charity. 

The effort is part of the first campaign created between Fanatics and VaynerMedia, since the agency was awarded creative AOR duties in March.