Looks like Coolio has sumpin' brand new up his sleeve.
The rapper who rocketed to fame in the 1990s with tracks such as "Gangsta's Paradise" and "Fantastic Voyage" is set to release a video for a song called "Take It to the Hub" in partnership with PornHub, Billboard reported on Thursday.
"We threw a party at a strip club during the [porn industry's] AVN Awards, and we invited Coolio," Matt Blake, the adult site's head of PR and marketing, told the magazine.
"We had some drinks, and I pitched him the idea of coming out with new music on PornHub. He loved it."
But precisely how that partnership is going to play out isn't totally clear.
TMZ hosted an excerpt from the video shoot on Tuesday, which showed the rapper filming alongside porn actresses Missy Martinez, Jessica Bangkok and Skin Diamond.
The gossip site claimed that Coolio was set to release all his new music through the porn site.
But the rapper slammed the report in an interview with Rolling Stone, telling the magazine that he was merely shooting a PornHub promo.
"Man, I ain't trying to make no f***in' comeback off some porn," he said.
Maybe not, but what he will do is include some PornHub branding in his lyrics, according to Billboard.
And instead of running advertisements ahead of his videos, the site will direct people to anywhere that Coolio chooses, whether it be his iTunes page or his official website.
"We're changing the way that people see PornHub, that we're more than just porn," Blake said.
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