MC Hammer Talks Music, Cheetos, and Artificial Intelligence – Cheddar

MC Hammer literally cant touch this. This Sunday, the hip hop legend will appear in a Super Bowl ad spot for Cheetos that plays on the snack foods famous messiness.

The commercial features a man with cheese-dusted fingers avoiding chores like moving a couch or doing paperwork to the tune of Hammers hit single U Cant Touch This.

Hammer himself pops up throughout the 30-second spot to sing his famous hook, including once as a mustachioed, sunglasses-wearing baby that the protagonist refuses to hold.

Cheetos

Given that this is the first Super Bowl spot for Cheetos in 11 years, the Frito-Lay-owned brand appears to have taken the go-big-or-go-home approach to Super Bowl marketing. No mere hired gun, Hammer waxed poetic to Cheddar about the beautiful bond between music and Cheetos.

I think Cheetos and music go hand in hand because all of us as kids ate Cheetos, he said. You take the memory of food, the memory of music, combine them together, and you got something great.

He also commented on the enduring appeal of U Cant Touch This, which marked its 30th anniversary this year.

It lives on because it still stimulates. Kids see it for the first time right now, and they start dancing. Its a special gift thats built inside the song, he said.

When asked if the music industry would continue to produce lasting hits like his own, Hammer expressed confidence that it would. How they produce them is the question, he said.

We dont know the platform. We dont know if its a new AI algorithm that drives engagement and the sharing of music. We dont know if its all going to be by suggestion, Hammer said.

The most likely scenario, according to the rapper, is that artificial intelligence will produce the hit singles of the future.

If machines can learn from machines, they could easily learn how to compose, Hammer said. Theyre already doing it, but its going to get better and better. In the near future, youll have songs that are completely produced by AI.

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MC Hammer Talks Music, Cheetos, and Artificial Intelligence - Cheddar