The New York City Metropolitan Transportation Authority (MTA) has partnered with Grammy-winning artist Cardi B for a new series of public service announcements. The Bronx-native rapper will be the voice for various on-board messages in subway stations across the city, addressing rider safety and conduct.
Key Takeaways
- Cardi B is the new voice for a series of MTA public service announcements in NYC subways.
- The partnership involves no financial compensation for the artist.
- The announcements address issues such as fare payment and the dangers of subway surfing.
- The campaign was met with mixed reactions from the public on social media.
- These audio messages will play in stations through December 31, 2025.
Details of the MTA Partnership
The MTA officially announced the collaboration on Tuesday, September 24, via its social media channels. In the announcement, the agency stated, “We teamed up with NYC’s own [Cardi B] on PSAs that will play in subway stations across our system.”
Transit officials confirmed to news outlets that the partnership did not involve any payment to the artist. The initiative comes just before Cardi B's scheduled performance at the 2025 Global Citizen Festival in Central Park on September 27. The annual event features performances from public figures to encourage activism on global issues.
Promotional Timing
The announcement campaign also aligns with the promotion of Cardi B's new album, titled Am I the Drama. While the MTA partnership is a public service, it provides significant visibility for the artist ahead of her major festival appearance and album release.
Content of the New Announcements
The recorded messages from Cardi B cover several key topics related to subway etiquette and safety. One of the primary focuses is discouraging the dangerous practice of subway surfing, where individuals ride on the exterior of moving trains.
Other announcements remind passengers to pay the required fare and to keep stairways and platforms clear to ensure smooth passenger flow. In one of the PSAs, Cardi B advises riders to, “Ride safe, keep it cute and keep it moving.”
Addressing Dangerous Behavior
Subway surfing has become a significant concern for city officials. According to police data, the NYPD has made at least 200 arrests since 2023 related to individuals participating in this illegal activity.
The MTA has not specified which particular subway stations will feature the new announcements, but they are expected to be distributed widely across the transit system. The campaign is scheduled to run until the end of the year.
Public and Rider Reactions
Following the MTA's announcement, New Yorkers took to social media to share a wide range of opinions on the collaboration. The news generated both excitement and criticism among riders and residents.
Support and Enthusiasm
Many fans expressed positive feelings about the partnership. One social media user suggested the MTA should take the collaboration further, writing, “Don’t be shy! Give us a Cardi B MetroCard.” Another supporter commented simply, “She’s so cute. I love her.” These comments reflect an appreciation for using a local, high-profile celebrity to deliver important messages.
Criticism and Skepticism
However, not all feedback was positive. Some commenters questioned the effectiveness of using a celebrity voice to address systemic issues like fare evasion, which currently costs $2.90 per ride. One person asked, “So that means I should pay $2.90 today?”
“Nothing says collapsing infrastructure like slapping celebrity voices over broken trains,” another commenter wrote, using sarcasm to voice frustration with the transit agency's priorities.
This sentiment points to a broader public concern that the MTA should focus more on improving service reliability and infrastructure rather than on celebrity partnerships. Critics argue that such campaigns may not be the most effective solution to deep-rooted problems within the transit system.
MTA's Ongoing Safety Campaigns
This initiative is part of a larger effort by the MTA to improve safety and enforce rules across its network. The agency has previously used various methods, including poster campaigns and announcements from other public figures, to communicate with its millions of daily riders.
By enlisting a well-known figure like Cardi B, who was raised in the Bronx, the MTA aims to connect with a younger demographic and deliver its safety messages in a more relatable way. The effectiveness of this approach will likely be a topic of discussion among New Yorkers for the duration of the campaign, which concludes on December 31.
