Today, as part of an ongoing creative collaboration with JAY-Z and Madison Square Garden (MSG), ABSOLUT® VODKA introduces “NY-Z” — a 14-minute short film featuring JAY-Z and directed by popular music and culture photographer Danny Clinch. Featuring exclusive footage of JAY-Z and John Mayer as they prepare for the September 11 benefit concert at MSG, NY-Z offers a rare glimpse into the life of native New Yorker Shawn “JAY-Z” Carter as he discusses his hometown and what it means for an artist to “arrive” with a performance at the world’s most famous arena. The short film is available for viewing at facebook.com/ABSOLUT.
In September 2009, ABSOLUT and Madison Square Garden announced the ABSOLUT CONCERT SERIES, a sponsorship dedicated to giving music fans the ultimate concert experience through a series of high-profile performances – ranging from rock and roll to country. To kick off the series, JAY-Z put on a one-night-only concert on September 11 with surprise guests, (among them Mary J. Blige, Kanye West, Beyonce and Rihanna), to benefit the New York Fire and Police Widow and Children’s Benefit Fund.
NY-Z paints a rare portrait of the hip-hop icon, with unprecedented access to JAY-Z the days and moments leading up to, and after, his legendary benefit concert. Danny Clinch gives viewers an intimate glimpse into JAY-Z’s childhood, his motivation as an artist, his passion for music, and his muse, New York. The film marks yet another unprecedented collaboration for the spirits brand in a long line of artistic partnerships dating back to the 1980s when ABSOLUT engaged pop culture icons, such as Andy Warhol and Keith Haring.
“NY-Z is a great product of the collaborations behind the ABSOLUT Concert Series,” Danny Clinch, Director of NY-Z said. “As the director, the creative spirits behind ABSOLUT and two iconic NY brands, JAY-Z and MSG, allowed for such a natural and seamless foundation, that the rest was really about celebrating New York through JAY-Z’s eyes and exploring the notion that you have truly ‘arrived’ as a performer when you are playing at the Garden.”
NY-Z was shot by ABSOLUT agency of record TBWA, in black and white in New York. For more information about NY-Z, visit Facebook.com/ABSOLUT.
Film Credits
Director: Danny Clinch
Executive Producer: Mark Figliulo
Executive Producer: Matt Bijarchi
Executive Producer: Ian Crystal
Producer: Lindha Narvaez
Creative Director: Hoj Jomehri
Creative Director: Thiago Zanato
DOP: Vance Burberry
Editor: Paul Greenhouse
Agency Producer: Julia Menassa
Executive in Charge of Production : Hugo Murray
Music Supervisor: Susan Schwartz/ Platinum Rye
Production Company: Milkt Films
TBWANEW YORK
President: Jamie Gallo
Chief Creative Officer: Mark Figliulo
Executive Producer: Matt Bijarchi
Creative Director: Thiago Zanato
Creative Director: Hoj Jomehri
Producer: Julia Menassa
Group Account Director: Colby Webb
Management Supervisor: Hugo Murray
Planning Director: Sarah Watson
Executive Digital Director: Devrin Carlson Smith
Director of Production : Robert Valdes
Creative Technology Director: Chris Kief
Media Arts Producer: Amber Wimmer
Flash Team Lead: Dima Farer
ABSOLUT
Brand Director: Ian Crystal
Brand Manager: Troy Gorcyzca
About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA. In July, 2008, Pernod Ricard completed the acquisition of the iconic ABSOLUT® Vodka brand from the V&S Group, and Pernod Ricard USA is now the second-leading company in the U.S. by sales value.
In addition to ABSOLUT®, Pernod Ricard USA’s leading brands include such prestigious spirits as The Glenlivet® Single Malt Scotch Whisky, Chivas Regal® Scotch Whisky, Jameson® Irish Whiskey, Seagram’s Extra Dry Gin®, Beefeater® Gin, Plymouth™ Gin, Martell® Cognac, Malibu®, Kahlua® Liqueur, Hiram Walker® Liqueurs, Pernod® and Ricard®; such superior wines as Jacob’s Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier Jouet® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
The company is based in Purchase, New York, and has roughly 1,000 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.
