Bone Thugs-N-Harmony rebrand to ‘Boneless’ in shocking name change


Bone Thugs-N-Harmony love Buffalo Wild Wings’ boneless wings that it changes its name to Boneless Thugs-N-Harmony

In a totally unexpected move, American rap group Bone Thugs-N-Harmony have rebranded after 25 years and all for promoting boneless wings from Buffalo Wild Wings. Now known as Boneless Thugs-N-Harmony, each member of the group have also changed their monikers to Krayzie Boneless, Flesh-N-Boneless, Wish Boneless and Layzie Boneless.

This name change is viewed as either a coup for marketing professionals everywhere or a sign that no popular group is immune to the lure of capitalism. This change of name was announced less than 24 hours ago.

In a video posted on Buffalo Wild Wing’s Youtube page, Layzie Bone states that he is not on board with the new identity. “I ain’t changing shit,” Layzie says in the video released in conjunction with the announcement. “Bone Thugs-N-Harmony changes their name to Boneless. It’s preposterous.”

According to Rolling Stone, this is not the first time the group has changed its name. Starting out as The Band Aid Boys, it switched to B.O.N.E Enterpri$e and finally settled on Bone Thugs-N-Harmony. It is anyone’s guess how long this new name will last. It is also worth noting that this is the first time the group changed its name because of a brand.

Buffalo Wild Wings stated in a press release: “The award-winning group has undergone its first name change in three decades, after trying Buffalo Wild Wings’ new boneless wings for the first time.”

The group have already announced their name change on Instagram and Twitter, but its display name on both platforms still say ‘Bone Thugs-N-Harmony’. They have also announced that merchandise bearing the new name will be soon rolled out. However, manager Steve Lobel was reluctant to provide more details about the group recording new music as ‘Boneless Thugs-N-Harmony’.

This occurrence is an example of how the branding industry can shape society as we know it, given the right influence and the right payout.

Olivia Pearce
Olivia Pearce
Branding Editor. Passionate about all things branding, I like to find out the stories behind a brand. If I do have any spare time, I enjoy watching documentaries.

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