Nas has partnered with Hennessy, the world’s best-selling cognac, to commemorate the 50th Anniversary of Hip-Hop. This collaboration brings together the influential rapper and the renowned alcoholic brand known for its deep connection with the rap industry. On July 20, they will unveil a limited edition bottle featuring the clever wordplay HenNASsy, a tribute to the hip-hop icon and his contribution to the genre. Nas took to his Instagram to share the partnership advertisement, expressing his pride in celebrating this momentous occasion. 

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In the short Instagram video released by Nas, a montage of images featuring himself and the limited edition bottle is accompanied by a glass of the iconic drink. Hennessy wrote in the caption:

“Hip Hop, you are the vibration of the people. You never stop, never settle. You are poetry on beats, people taking to the streets. You are rhythm, art, and motion. Together, we raise a glass to the trailblazers, the storytellers, the lyrics, and the beats that have echoed through time to lead Hennessy to its emblematic status among artists across the globe.” Nas’ collaboration is a celebration of the vibrant legacy of Hip-Hop. It pays homage to Hip-Hop’s trailblazers, storytellers, and the enduring lyrics and beats that have shaped the genre.”

The HenNASay mini-film was narrated by Nas and created in collaboration with Renell Medrano, a Bronx-native and renowned photographer. The King’s Disease artist has expressed his profound honor to be part of this milestone celebration and to have been able to partner with Hennessy for this joyous occasion. 

He said, “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… 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.”

Nas and Hennessy‘s relationship extends over a decade, representing the enduring bond between the rapper and the brand. Their collaboration reinforces Hennessy‘s longstanding presence and influence in Hip-Hop, a testament to its role as an integral part of the culture.

In recent news, Nas announced his participation in the Transformers: Rise of the Beasts soundtrack, featuring his new single titled “On My Soul.” This venture showcases Nas’ versatility as an artist and his continued presence in the entertainment industry.

Additionally, Sprite, another brand paying homage to Hip-Hop’s 50th Anniversary, has collaborated with Nas, Rakim, Latto, and GloRilla in a creative campaign that celebrates the genre’s past, present, and future. The campaign aims to honor the cultural impact of Hip-Hop and its enduring legacy.

In a similar vein, music mogul Sean “Diddy” Combs has joined forces with DJ Khaled to launch Diddy Direct, an innovative platform that streamlines the purchase and delivery of Combs Spirits.