Bone Thugs-N-Harmony Rebrand as Boneless Thugs-N-Harmony to Promote Buffalo Wild Wings

Capitalism keeps topping itself.

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Bone Thugs-N-Harmony has undergone a name change in promotion of the poultry-based offerings of Buffalo Wild Wings.

Though the new name—Boneless Thugs-N-Harmony—is clearly a joke, that doesn't mean the move (assisted by the Martin Agency) hasn't inspired some passionate takes.

The accompanying documentary-esque commercial shows a faux argument among the group centered on the name change, with Layzie Bone ultimately trying out some boneless chicken from the chain restaurant, admitting they are "pretty good" though not quite "change-your-name good."

"These boneless wings are so good, what if they made Bone Thugs-N-Harmony have an identity crisis," Buffalo Wild Wings CMO Seth Freeman toldRolling Stone on Wednesday. Group manager Steve Lobel added that, as far as future plans with Bone Thugs (with or without the jokingly presented name change), there are "a lot of things" in the pipeline.

The chicken company is also offering merch to accompany the campaign, including hats and shirts:

Back in 2017, Bone Thugs released their tenth full-length studio album New Waves via the eOne label. The release was supported by a trio of singles including "If Heaven Had a Cellphone," "Coming Home," and "Fantasy." And speaking of fantasy, do enjoy the discourse brought on by the advent of Boneless-Thugs-N-Harmony below:

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