The range of necklaces, known as the ‘Masterpieces’ collection, was created in collaboration with 5 Gum and Greg Yuna – the New York-based jeweller whose clients include Drake, Floyd Mayweather, Meek Mill and who was an advisor to, and had a short cameo in, the 2019 Adam Sandler film Uncut Gems.
On the necklaces – which you can see on eBay here (and bid for, if you so wish) – the pieces of gum are encased in Lucite acrylic and sit as a pendant, threaded at the end of a 14k white gold chain. If you’re salivating at the prospect of getting your hands on one, auctions run until 26 October.
All proceeds from the sale will be given to the NIVF, which has helped venues, promoters and festivals, especially throughout the challenges faced as a result of the pandemic.
Speaking about the product, as if the necklace itself wasn’t a statement enough, Yungblud has described Yuna’s work as “next level” and said “the fact that some of my fans will have the chance to own a little piece of history is amazing”.
Yungblud’s recent ‘American As F*** Record Store Tour’ was sponsored by chewing gum brand 5 Gum, which goes some way to explaining this novelty merch release. The tour followed the release of Yungblud’s self-titled album in September.
“I loved this tour with 5 Gum,” the singer added, “and I couldn’t think of a better way to have celebrated the release of my album than by hitting as many cities in the US as I could and seeing as many of my fans as possible. Playing these new songs for the first time in these beautiful record stores was an experience I’ll never forget.”
Yungblud of course isn’t the first artist to try and capitalise on novelty merchandise. Such products can bring in a good extra buck or two, with the bizarreness of the item itself drumming up enough publicity – even if, in this case, the money is being donated to a charitable organisation.
There’s been hot sauce, from the likes of metal band GWAR and singer Miles Kane, condoms of the U2 and JLS variety, and even a coffin inspired by rockers Kiss. The hands-down best novelty item, however, goes to Canadian DJ deadmau5, who released the world’s first headphones for cats in 2012. (There’s a pun about cats and dead mice there somewhere, but I won’t be the one to embarrass myself to attempt it).
Whatever you might think of such items, it’s safe to say one thing’s clear: at least this isn’t another attempt to flog you an NFT.