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If you scroll through TikTok, you’ll likely come across Lizzo on the For You page taking part in a hilarious new trend, giving her official opinion on the zodiac signs of the Euphoria characters or just generally being the goofball her fans adore.
“I love TikTok, and I love being as outrageous as I could be,” the singer tells Billboard of her social media platform of choice. “From food videos to the silly sh– I post online, I love connecting through video format. I used to love pictures and all that, but now I really get a chance to talk to people.”
Lizzo’s knack for connecting with her fans on a digital but still personal level is what drew her to Logitech‘s Defy Logic brand campaign announced on Thursday (Jan. 27). The accompanying ad video, starring Lizzo alongside digital favorites across all mediums — including YouTube star Bretman Rock, comedian Elsa Majimbo, gamer Danucd and more — focuses on inspiring and encouraging the next generation of Internet users to embrace individuality as they pursue their passions.
“It’s forging a new path and a new frontier,” Lizzo says of the campaign. “I see the digital space as the Wild West in the best way, and I feel like Logitech is putting their stamp on this new frontier. It’s really cool, and being a part of that was really empowering.”
She adds that Logitech is shifting the narrative of having a presence online, which can often feel out of a user’s control when it comes to who consumes content and how that content is perceived. No one knows that feeling better than Lizzo, who is no stranger to brushing off trolls analyzing her every move. “It feels like they’re doing it in the most positive light,” Lizzo says. “What’s beautiful about Logitech is they’re like, ‘No, it is in your hands! The future is in your hands. Your destiny is in your hands.’ You can choose how you want to exist in this new world, this new digital space.”
The new Defy Logic campaign video also features Lizzo’s brand-new song “Special,” which, as the title suggests, is all about unapologetically embracing and honoring your unique self. “Fame is pretty new/ But I’ve been used to people judging me,” the Grammy winner sings in the opening verse. “That’s why I move the way I move/ And why I’m so in love with me.”
“Famously, I use songs and music to express all of my feelings, especially my heartbreak or sadness or getting over something or empowering myself for the good days and the days I wish could be good days,” she says of her discography, which characteristically oozes self-love and raw emotion. “I see social media like I see my music, because it still is an avenue in which I’m connecting with my fans. I can connect with my fans over a TikTok just as much as I can connect with them over a song. This has never happened before, and we are truly in the beginning of the thick of it. It’s exciting.”
The “Truth Hurts” singer sees the new Logitech campaign as a “celebration” of expression and connection. “You have direct access to anybody in the world that has made themselves available or presentable,” she explains. “Logitech isn’t harping on the specificity of that, but pulling back and being like, ‘Wow, look how far we’ve come.’ The Defy Logic campaign is definitely a celebration and I’m all about celebrating myself. I’m a walking birthday cake!”
To wrap up the conversation, we at Billboard needed to know if that Oreo-and-mustard combo she tried in her viral TikTok back in December was actually any good. “Oh yeah, baby,” Lizzo said with a laugh. “Listen, I’m just out here trying sh– like everybody else.”
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