Attendees also had the opportunity to participate in the brand’s Creator Studio, where they could shoot their own hip-hop album covers on a custom LED backdrop and take home a souvenir CD case, which also included a “track list” of ingredients for one of three cocktails served at the event. 

‘Not new to this, true to this’ 

Whereas many brands shied away from being associated with hip-hop in its early days, Hennessy has long embraced its relationship. The nearly 260-year-old brand has been name-checked in more than 2,000 songs over the last five decades. For the campaign, Hennessy compiled 50 of those tracks in a Spotify playlist.  

“Hennessy has a long history of celebrating hip-hop and has become recognized for its innovative artistic collaborations with prominent cultural influencers spanning various creative verticals,” said Allen. “Our brand mantra is ‘Never stop. Never settle… representing the notion that the pursuit of achievement is an endeavor worth celebrating and championing in others, which we see across generations of hip-hop artists striving for greatness.” 

Allen added that the brand hopes to continue evolving its organic relationship with Nas for decades to come. 

“Nas has been a champion of our brand long before our formal partnership began more than ten years ago,” she said. “Starting with our Wild Rabbit campaign, to Dear Destiny, to this Limited-Edition Bottle, we’re excited to continue growing our partnership with this hip-hop icon. [He] has transcended the rap game through his lyrics and artistry while also setting the entire culture of hip-hop on a new course through his various business ventures.”