Nas has joined forces with cognac giant Hennessy for a limited-edition bottle to celebrate 50 years of Hip Hop, according to a new press release.
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.
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.”
I remember him giving some speech back in the day about how he’d never market alcohol. Funny how morals can be bent with a paycheck.
He was talking about it probably in MTV Diary, that if he would be in a beer commercial kids would see it. Hennessy is probably for older people, and his fans are also older now, so I dont see anything wrong that he has a deal with some more expensive alcohol brand.
Actually when he said that he was speaking specifically about Malt Liquor which back in the 90s only targeted urban and inner city black communities, Henny is a lifestyle brand which is way different friend then what he was speaking of back in the 90s.
Henny isn’t a lifestyle brand lmfao. They intentionally don’t sell it in many city bars as to not attract a crowd that drinks it. I see smashed empty henny 5ths everywhere I go in the city. Never once seen a white person drink Henny, and I’m dead serious. To act like Henny doesn’t mainly target blacks as their consumer demographic is just stupid. And I’m not knocking them for it, blacks tend to like overpriced hyped stuff like Ciroc “because it looks cool”. Vodka is vodka, as long as it costs more than $12 a handle lol.
Do your homework Henny is the most sold cognac brand in the world and the most popular no it doesn’t specifically target blacks if you’ve traveled the world you’d know better than to say that you are speaking of VS, but Henny XOs, VSOPs, and the more rarer cognacs are about lifestyle and lastly Henny is made and owned by the same company/family that makes Louis V, Dom P and owns Harrods in London. With all do respect you can’t assume your narrow experiences are factual representations of the brand and what dictates it’s market.
Read the article you’ll see why it’s spelled that way
Hip-hop can pour up to that. Respek Henny and The God MC Nas. This one for the culture.