Inside Iggy Azalea's New Role as Co-Founder of Cell Phone Service Unreal Mobile

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I-G-G-Y, put her name in bold — the "Fancy" rapper is taking on wireless by co-founding the cell phone service Unreal Mobile.

The Grammy-nominated artist, 34, not only co-founded the brand — which provides affordable, no contract mobile plans — she's also the Chief Brand Officer for the company.

Azalea's blunt, no-nonsense attitude — which fans have loved ever since she exploded onto the scene in 2014 — is aligned with Unreal Mobile's mission to turn the cell service sector on its head and take on the industry giants with reliable coverage, affordable rates and more. (Think bold ads urging customers to "get your s**t together.")

Iggy Azalea performs at SAP Center on September 24, 2022 in San Jose, California. The rapper has co-founded a new cell phone service, Unreal Mobile. Steve Jennings/Getty Images

The "Black Widow" artist is bringing a rich history of creativity and branding expertise to Unreal Mobile — she launched her own record label, for one — by helping shape the brand's messaging, creative direction, and product positioning.

Unreal Mobile's target audience — just like Azalea's — is Millennials and Gen Z. Keeping in line with that notion, the company delivers mobile plans for students and other young adults that offer free international calling and an unlimited data plan for $20. Customers can get access to AT&T's 5G network.

Azalea sees Unreal Mobile as a reflection of her personal philosophy: breaking barriers without apology.