NORTHBOROUGH — While some people came to try out the flavors at Joyner Lucas’ newly opened froyo shop, the majority were fans clamoring for a chance to make an appearance in the two-time Grammy-nominated hip-hop artist and Worcester native’s music video for his new song “Energy.”
Hundreds of fans swarmed the parking lot of Oh Wow Frozen Yogurt and Smoothies at 269 West Main St. Sunday waiting for Lucas’ bus to arrive and for the festivities to begin.
And when he did arrive, the crowd let him know how excited they were, cheering for him and trying their hardest to get his attention.
“I’m feeling extremely blessed,” Lucas said, with a cup of froyo (frozen yogurt) from his shop in his hand. “It’s overwhelming. I got everyone supporting me.”
For fans like Noah and Nicholaih Montano-Rodriguez, two siblings from Framingham, and Jordan Flores, their friend also from Framingham, the possibility of not only meeting Lucas, but being in his music video was overwhelming.
“The event itself gives me hope,” Flores said. “I’ve been following him for a couple years, through ups and downs.”
Flores said he hoped to be able to speak to Lucas about his music and writing process.
Noah said he didn’t expect Lucas to open the froyo shop and said the fact that he did was “inspirational.” And Nicholaih said he was grateful to have the chance to participate and was also very excited about trying the froyo afterwards.
Lucas’ new café offers a variety of bubble teas, smoothies, lemonades, boba and self-service frozen yogurt.
It is his newest business venture after he co-founded Tully as a way to streamline the creative music process through digital tools.
Family time, bragging rights
While the opportunity to meet Lucas was exciting, it was also a way for some families to spend time with each other. Pablo Ottenwalder of Chicopee brought his two sons, Benjamin, 10, and Liam, 9, after they asked him.
He said it was “pretty cool” they’ll be able to be a part of the music video, and, depending on how good it is, may make more trips in the future to get more fro-o.
Benjamin and Liam said they were big fans of Lucas and couldn’t wait to be a part of the music video. They, as well as other kids attending, like Mya Tavarez, 12, were excited to have something to brag about to their friends later.
Tavarez was with her father, Julio, and aunt, Channel Mendez, having driven out for the day from Salem.
Tavarez said she mostly came to support her dad, who was, admittedly, a bigger fan of Lucas than her. But she was looking forward to sampling the shop’s treats.
Julio and Mendez, however, said the trip was worth it for them as major fans of Lucas and desserts.
“As a dessert guy and a fan, it was a perfect opportunity,” he said. “I want to be in the music video.”
Mendez said she plans to make more trips out to Northborough when the weather is hot in the summer to support Lucas’ new business.
Getting merch signed and making an impression
It was also an opportunity for some to try and get some merch signed, or make a lasting impression on Lucas.
Tom “The Kid” Burke of Somerville had a manilla envelope filled with a hard drive containing beats he created, as well as a book he hoped to pitch to Lucas.
“It’s cool to meet him, but I also wanted to come prepared,” Burke said.
Not long after Lucas arrived in his bus, he and his creative team started recording the music and, like he promised, fans were right there with him.
“Joyner always wants to involve fans in his music videos, but this time it was actually possible,” said Trevor Finney, director and videographer with LMTLSS Media, who was filming the music video.
Clearing a path for him as he walked through the crowd, Lucas was surrounded on all sides by fans, cheering for him as he rapped into a camera.
“Energy” will appear on Lucas’ forthcoming album, “Not Now, I’m Busy.” In June, he released his new single “Broski,” which included a music video starring actor/singer Rotimi. “Broski” is the fifth release from the new album.
Lucas said he expects to release the music video in about two weeks.