Kenyan hip-hop heavyweight Khaligraph Jones has officially added a new title to his résumé: Chrome Brandy brand ambassador.
The rapper was unveiled in a high-energy partnership that brings together two names built around ambition, evolution, and staying true to who you are. The collaboration introduces Chrome Brandy’s latest campaign platform, “Levels Change. Roots Don’t” — a message that speaks to the reality of levelling up without losing the identity, people, and experiences that shaped the journey.
A Match Built on Shared Principles
When asked why he said yes to the partnership, Khaligraph didn’t hesitate. He explained that what he represents as an artist and what Chrome Brandy stands for align closely — their principles and values speak the same language. Add to that the brand’s history of representing the streets, and for him, the collaboration was a natural fit, one he believes will elevate both sides.
Few stories embody that alignment better than Khaligraph’s own. From his early days in the Kenyan hip-hop scene to becoming one of the country’s most recognisable rappers, the OG has continued to evolve while keeping his identity firmly intact.
According to Zipporah Ndung’u, Senior Brand Manager at Chrome Brandy, Khaligraph was the obvious choice for the campaign. She noted that his journey captures exactly what “Levels Change. Roots Don’t.” represents — someone who has reached incredible heights without ever losing the authenticity that made people connect with him in the first place. For her, the partnership is about celebrating that journey and inspiring others to keep chasing their next level without forgetting where they came from.
“Levels Change, Roots Don’t“
It’s a phrase Khaligraph returns to often, and while speaking to him, he was quick to explain what it really means to him. He said he brings it up not for street credibility, but to show people that no matter your background, you can rise to whatever level you’re aiming for. He’s not on the same level he was when he started out — but he’s still repping where he comes from, and he wants people to know that when you believe in what you’re working toward, you’ll eventually receive it.
For Khaligraph, the message hits close to home. He described the partnership as personal, explaining that he’s changed levels many times throughout his career but has never forgotten his roots — a sentiment he echoed with the phrase, “Hiyo nayo ni Chrome’s message speaks to me because it is about growth without losing yourself.” For him, it’s about achieving more, dreaming bigger, and moving to the next level, all while staying true to who you are.
What’s Next
Asked what fans should take away from the collaboration, his answer was simple and direct: that levels change, and roots don’t.
The partnership will see Khaligraph front Chrome Brandy’s upcoming campaign, with a series of experiences and consumer moments set to roll out over the coming months. On what he’s been building over the past two years, he kept it characteristically playful — comparing himself to a motorbike, still moving, still climbing.
And if the OG’s track record is anything to go by, this won’t be just another brand partnership.
The levels are changing. The roots aren’t.