Rapper and hip hop artist Joyner Lucas is branching out into another industry: frozen yogurt.
The Worcester native will hold a grand opening for his new store, Oh Wow Frozen Yogurt & Smoothies in Northborough, at 1 p.m. Sunday, July 23, according to the business’s Facebook page.
To celebrate the opening, Lucas will be filming a music video, and fans are invited to participate.
“I want everybody to be in it,” Lucas said in a video posted to his Facebook. “I’m shutting the whole block down. Everybody from Boston, Worcester, New England, the whole surrounding areas, make sure you come through.”
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Lucas’ new album, “Not Now, I’m Busy,” will be released Aug. 18. He has released five singles from the album so far, including the most recent, “Broski,” which came out in June.
The rapper has been nominated for two Grammy awards. His first studio album, “ADHD,” was released in 2020. He is also a co-founder of the app Tully, which is aimed at independent artists to help them manage their careers.
Oh Wow Frozen Yogurt & Smoothies opened earlier this month at 269 West Main St. in Northborough.
