Lupe Fiasco is the latest in a long line of artists to take a job outside of the studio and off the main stage. The outspoken rapper is the new creative director of Higi, a system that encourages its users to take an holistic approach to health that includes body, lifestyle, and community involvement.
Fiasco announced his new title at SXSW, where he hung out at the Higi booth and explained what the upstart has to offer.
“Higi is an algorhythm, ” he told PaxStereo.com. “It’s like a social credit score that you control…This is based off you, real truth kind of a thing. It’s to keep you aware and keep you engaged.”
The system allows users to check into kiosks and monitor their health numbers (body mass index, blood pressure, weight, etc…). Users can also tag photos of their meals throughout the day and log their community involvement to gauge their overall score. There is also a rewards system in which users can earn points.
“It’s a beautiful way to merge technology, health, social responsibility, social media and put it into something that is useful,” Lupe said.
According to Higi’s website, there will be kiosks rolling out to retail pharmacies, grocery stores and elsewhere.
Lupe’s latest move falls in line with a growing trend of artists who have filled posts as creative directors of brands that are not associated with music. Justin Timberlake and Jay-Z (Bud Light Platinum), Alicia Keys (Blackberry), Swizz Beatz (Monster Cable Inc.), Taylor Swift (Diet Coke) and Joey Bada$$ (Ecko Unltld.).