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Amazing look at Hennessy and Nas co-branding

One of the many songs where Nas mentions Hennessy. His shout outs to the brand go back to songs like Memory Lane which dropped on Illmatic on April 19th 1994.

The connection between Hennessy and Hip-Hop is so old its hard to say what rap record shouted it out first (I will look into that).

But since it did, man, nobody ever looked back. I feel deeply conlficted because on one hand alcohol abuse is so rapant in urban communities. On the other it is impressive to see somone like Nas, who truly started from the bottom get the attention of brands like Hennessy and see them acknowledge his role in the growth of their brand.

Keep in mind, many MANY brands have gotten huge jumps in brand awareness, positioning, penetration, retention etc. from rappers loving their products they they NEVER batted an eye. I know this sounds silly, but, I'm happy for both of them.


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-Beyond Urban Branding