The liquor company — which has had a partnership with the Queensbridge rapper for over a decade, and in 2020 he became a brand ambassador for Hennessy— announced its collaboration with the East Coast legend on Tuesday (June 27). The bottle, along with a “never seen before” HenNASsy logo, is scheduled to be released on July 20.
A film narrated by Nas will also be shown on July 20, featuring the limited edition bottle. Nas narrated the film in collaboration with Renell Medrano, a renowned photographer who grew up in the Bronx.
In this film, Nas expresses his love for Hip Hop and showcases the limited edition Hennessy V.S Bottle.
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The move is meant to “showcase the breadth and depth of Hip Hop culture,” the press release reads. As part of the celebration, the spirits company will launch “Hennessy AI.bum Covers,” an AI-driven social experience that turns selfies into personalized album covers inspired by iconic Hip Hop eras.
The collaboration is part of Hennessy’s social-driven Rep Yours campaign, which calls on “fans to show what Hip Hop means to them through an immersive digital expression.”
“It means a lot to me to celebrate this legendary moment in Hip Hop history with Hennessy, a brand that has supported me for over 10 years,” Nas said in a recent statement. “Hennessy is part of our culture and continues to inspire generations of Hip Hop fans, so I’m really proud to share our new Limited Edition bottle with the world.”
In a separate post on Instagram, Nas shared the news about the partnership, noting that “Hip Hop is the vibration of the people.” In another post, he also shared the trailer for the upcoming film.
“Hennessy has been an undeniable mainstay in Hip Hop, intricately woven into the fabric of the genre and its global influence for decades,” said Jasmin Allen, Senior Vice President of Hennessy USA. “We’re proud to honor Hip Hop’s 50th anniversary with a pioneer of the art and culture – Hip Hop icon, Nas – as we celebrate the debut of our collaborative Limited-Edition Bottle.”
On the music front, Nas has revealed that he’s been back in the studio working on new music.
In an interview with Vanity Fair for an article published on Monday (June 26), the legendary rapper expressed his excitement about getting back into the studio, noting that he feels he’s in a “creative growth spurt” of sorts and still desires to make music that makes people feel something.
“I’m in one of these creative growth spurts,” he said. “It’s something that I’m really excited about, and it surprises me – but I’m not too, too surprised because I was also waiting for the day that I felt like this again, and I knew it would come.”