Ruff Ryders producer Swizz Beatz has been chosen to help launch the new cognac Hennessy Black with a new song and upcoming live performance next month in New York City.
Swizzy will help the promotion of Hennessy’s latest alcoholic beverage in a variety of ways.
He is set to perform the original song, “When I Step Into the Club,” alongside the JabbaWockeez of “America’s Best Dance Crew” during a launch event in New York on Tuesday, May 5. An accompanying video by director Hype Williams will be revealed as well. Hennessy will launch a dance contest titled “Up/Down” on their YouYube channel, where consumers will be able to create and post their own “Up/Down” dance for a chance to be flown to LA, where Williams will film and cut them into a new version of the video to “When I Step In the Club.” (Forbes)
The producer has confirmed his participation on the new venture.
“It all came together so quickly and organically,” Swizz said in a statement. “Everyone that hears this song can’t get the hook out of their heads. It’s contagious!” (Earth Times)
Senior VP of Hennessy Business Andy Glaser detailed the company’s relationship with Swizzy.
“Beatz is a long-time fan of the brand and approached us looking for ways we could work together,” Glaser said in an interview. “Since this product is all about having fun in the club, he suggested collaborating on a track that would be a hot dance song in the clubs.” (Billboard)
Swizz is one of the latest urban entertainers to make a record for an alcoholic beverage company following up Nas‘ “I I Ruled The World” remix for Smirnoff earlier this year.
Legendary artist Nas is teaming up with Marsha Ambrosius, formerly of Floetry, to rework his Grammy-nominated single “If I Ruled the World”; Buckshot and Kardinal Offishall are putting an original spin on Buckshot’s memorable underground hit “I Got Cha Opin”; and Nice & Smooth are joining musical forces with Pac Div to create a new interpretation of “Funky For You”. (Hip Hop Press)