BMO Partners with Rapper bbno$ To Remind Young Canadians to Pay Their Credit Card Bills

Money moves and mic drops. BMO has partnered with Canadian rapper and viral hitmaker, bbno$ (pronounced “baby no money”) (@bbnotiktok), as part of its ongoing commitment to support financial literacy amongst new graduates and young professionals. The pitch-perfect partnership includes a custom track by bbno$ that helps reinforce good financial habits. And it’s already a hit; the song had over 5.5.M views across social media platforms within the first 12 hours of its release. Click here to watch the custom track by bbno$.

The partnership follows the launch of the BMO eclipse rise Visa Card, a new, no-annual-fee credit card that rewards users for good financial habits, including paying their bill in full and on time, and marks a new evolution in credit card marketing. It is the final element of a larger launch campaign created by FCB Toronto in partnership with UM Canada and Mediabrands Content Studio. Mediabrands Content Studio led creator management and paid influencer support.

“We know that 60% of gen Z don’t get how credit works before they get their first credit card,” said FCB executive creative director, Jennifer Rossini. “But while they might forget to pay their bills on time, they’re not forgetting the latest TikTok earworm. Partnering with an artist like bbno$ to reinforce good financial habits was the perfect fit for our campaign.”

Since rising to stardom in 2019, bbno$ has amassed 76.6 million likes and 3.2 million followers on TikTok. In addition to multiple viral singles, his music has also been featured in television and film and has included collaborations with some of the world’s biggest names in hip-hop.