Hip-hop legend Juvenile is commemorating the 25th anniversary of his iconic hit "Back That Azz Up" with an exciting nationwide tour making a stop in Milwaukee at The Rave on October 3, 2024. Juvenile will perform with The 400 Degreez Band as seen on NPR’s Tiny Desk. 

In honor of this milestone, the City of New Orleans is declaring June 11, 2024, as "Back That Azz Up Day,"  celebrating the song that has become a cultural phenomenon and a staple of the city's vibrant musical heritage. To celebrate this new holiday, citizens of Milwaukee and the world are invited to play or request the song, and share their favorite memories of the anthem or create new ones using #BackThatAzzUpDay. Juvenile will also be selecting one participant from the Milwaukee area from the #BackThatAzzUpChallenge on every social media platform to back their azzes into free tickets to the show. 

Mayor LaToya Cantrell of New Orleans has issued a proclamation recognizing the significant impact of "Back That Azz Up," produced by the legendary Mannie Fresh and featuring the esteemed Lil Wayne. The music video, released on June 11, 1999, as the second single from Juvenile's 1998 4x Platinum album 400 Degreez. The song itself transcended its New Orleans roots to become a beloved worldwide anthem. It instantly became a top charting Billboard Hot 100 song, was the #1 most requested song on the beloved music video channel “The Box”, and truly dominated the summer of 1999 beyond industry measurement. The song has become ubiquitous in movies, tv, current songs, sporting events, celebrations of all kinds, memes and in  2021, it was listed as one of Rolling Stone's "Top 500 Best Songs of All Time." 

Juvenile, born Teruis Gray, is a bonafide hip-hop legend. Through the timelessness of his classic records, he has helped to cement the legacy of the Cash Money era while enjoying a cross-generational appeal via the magic of social media. Juvenile stays ubiquitous – you cannot go to a major event, a club night, or even listen to a new music release without hearing Juvie’s influence or actual music and lyrics.

Juvenile’s most recent reinvention outside music revolves around strategic hometown partnerships and products that result from his various passions, along with his innate entrepreneurial spirit. Current plans beyond his already popular Juvie Juice spiked iced tea and savory Cheewee’s snacks include a mobile game themed around his favorite casino game of craps, his own cognac brand launching during Tales of the Cocktail (the world’s largest cocktail awards ceremony and convention, hosted in New Orleans annually), ‘Haa! Sauce’ hot sauce, a CBD/THC drink called ‘Slo Motion,’ and more food products and even a cookbook of his private recipes. His products will be featured alongside the tour and many will be available in the merch booth.