: Throughout 2023, he frequently discussed his evolving creative process for Don’t Be Dumb , describing himself as being in a "Renaissance era" where his integrity and maturity as an artist were paramount.

But things took a turn when Rocky, who had become a sort of partner in her ventures, decided to take the promotion to a whole new level. Without her full consent, he created a viral challenge that involved a unique, albeit risky, consumption of the Sw Top drink. The stunt, meant to be humorous and attention-grabbing, ended up backfiring.

2/5 Rocky Brands over-earned during COVID (stimulus + outdoor boom). By 2023, debt was ~$400M. Their IG still looked great. Their balance sheet did not.