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Jonathan Hay is a celebrity publicist and record producer, who’s notoriously known for his publicity stunt that helped elevate the career of Rihanna and her debut single “Pon de Replay” in 2005.

Since then, Hay’s been constantly featured in the media and quoted in high places such as The Washington Post, Billboard, Rolling Stone Magazine, Jezebel and MTV News. For 22 Savage out of Baton Rouge, Louisiana, it’s been an all out media blitz that’s found the viral artist trending nonstop on social media. Over the last two weeks, 22 Savage with the help of Jonathan Hay, has lit up the internet for cloning and publicly battling XXL Freshman 21 Savage.

It’s been a baffling publicity and marketing campaign for 22 Savage, but it seems to have done exactly what it’s been set out to do. As things seem to be heating up personally between 21 and 22, let’s just hope it stays right here on the internet. The last thing we need is more unnecessary violence in hip-hop.

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Jonathan has this to say about the young talent.

Our publicity company loves the bold, brave, scandalous, outspoken, dangerous, cutting-edge and controversial artists… 22 Savage came up with an amazing idea and it’s great to be able to help light up the Internet with it. This kid is a star, point blank.