Hip hop has a long standing love affair with liquor. Whether it’s Jay Z promoting his own brand of beverage or Busta Rhymes passing the courvoisieur, the two worlds seem made for each other.
But will.i.am from LA hip hop outfit Black Eyed Peas saw an opportunity to do things a little differently. “I came up with an idea to do a soundtrack to an alcoholic beverage and have them pay for the making of it. I didn’t want to make it seem like I’m selling beer to cats! That’s not what the idea is.”