Dive Brief:

• Courvoisier Cognac, a Beam Suntory brand, has partnered with music label Def Jam Recordings, in an effort to promote emerging hip-hop artists, the companies revealed in a press release shared with Marketing Dive. Courvoisier has been named the exclusive spirits partner to the record label and together the organizations have created a new music platform.
• The platform, "Amplified: Icons on the Rise," will feature activations inspired by key cultural moments in hip-hop, and an event series supporting emerging artists. Artists in the concert series include: Valee, Bobby Sessions, Arlissa and Amir Obè.
• These artists will be featured in the "Honor Your Code" campaign, a joint effort between the two brands focused on artists who have stayed true to themselves as they have gained celebrity. The creative includes print, digital, social media and large-scale brand activations.

Dive Insight:

Alcohol beverage companies make natural partners for music companies, as consumers equate imbibing with music events. For a spirits marketer like Courvoisier Cognac looking to stay relevant, partnering with an iconic hip-hop label, is a win-win. Cognac has been the drink of choice in the hip-hop community for the last decade and these two brands can help support each other's efforts to build positive a impression with this audience.

Now that hip-hop has succeeded rock as the dominant genre in music consumption in America, according to Nielsen Music, many brands are looking to this genre of the music industry to forge partnerships. Jay-Z has worked with Budweiser. Drake and Izze the Producer have worked with Coca-Cola brand Sprite, and these icons have clout with consumers.

Activations are a popular tactic within this field, a reflection of research showing that young consumers are looking for interesting experiences. Real-world activations could help Courvoisier make an emotional connection with hip-hop fans while Def Jam stands to get its new artists in front of this audience with the co-branded platform. Spotify recently created the RapCaviar Pantheon activation, an art event in New York starring the likes of Cardi B, Jaden Smith, Juice WRLD and Gunna. These artists were brought to life in sculptures on display at the Brooklyn Museum.