The infamous rapper and Brooklyn native Young M.A. partnered with a Black-owned spirits brand, Nyak, to connect with Black youths.
According to Afrotech, the cognac will be premiering across various states, including Florida, Texas, Georgia, New York, New Jersey, Missouri, Illinois, Kentucky, Delaware, and Connecticut.
Nyak hopes that their partnership with the multi-platinum recording artist will help them connect with the Black community and hip-hop culture in the same way her music does.
Founder of the spirits company and entrepreneur Dennis McKinley said in a statement that, “Nyak is premium cognac, and the culture loves cognac. We want to connect the Nyak brand to change agents in the culture…the artists who push the needle and drive our culture with their innovative artistry.”
“Our collaboration with Young M.A. will be the first of many as we keep our finger on the pulse of what and who is shaping culture and lifestyle,” he added.
All Hip Hop reported that Nyak plans to challenge competitive spirit brands like Hennessy, Hine, Courvoisier, Martell, and Rémy Martin.
Nyak also announced their Celebrate Success Artist Series campaign, a campaign inspired by Young M.A. that will highlight musicians’ work and give them a platform to perform live performances, exclusive video content, and original social media visuals.
Young M.A. is featured drinking the liquor in her music video for her single “Successful,” as well as “Off the Yak.”
The founders of Nyak who include McKinley and his partners Patrick Charpentier which previously worked with Remy Cointreau, and Jerome Hyafil, who formerly was associated with Seagram’s Spirits and Wine, have teamed up their cumulative experience in the premium spirits industry to produce an affordable, top-tier cognac brand and give a new and exciting experience for their customers.