One of the nation's most popular HBCU bands is inking a major partnership with Zaxby's. Jackson State's Sonic Boom of the South announced on Wednesday a partnership with the popular Southern-based fast food chain. Under the partnership, members of the Sonic Boom of the South will appear at Zaxby's locations in the Jackson area, with more specific initiatives and partnership activations to be announced in the coming months.

Jackson State University Director of Bands Dr. Roderick Little spoke about the partnership with Zaxby's and the restaurant's franchise operator, Roost & Rise Holdings.

“Partnering with a brand like Zaxby's provides our student-musicians with valuable support and enhanced visibility that extends beyond the football field and performance stage. Corporate partnerships of this caliber are vital to sustaining the tradition of excellence within the Sonic Boom of the South. Through this collaboration, our band members gain essential financial and community resources, unique leadership and professional opportunities, and the meaningful backing of a corporate partner that truly appreciates the cultural impact of an elite HBCU band program.”

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Roost & Rise Holdings CEO Drew Gressett also spoke glowingly about the partnership.

“The Sonic Boom is one of the things that makes Jackson, Jackson. This partnership is about showing up for a program that means so much to this city and to Jackson State. When we open restaurants in a community, we want to be a real part of it — not just a place people drive past.”

Zaxby's partnership with the Sonic Boom of the South is the latest example of HBCU bands getting national notoriety. Texas Southern was featured in Vogue over the summer, and Southern University was featured in Gap's “Denim on Your Own” campaign. Meanwhile, Grambling appeared in Urban Outfitters' “All Together Now” campaign.