{"id":14792,"date":"2021-02-22T19:16:13","date_gmt":"2021-02-22T19:16:13","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&#038;p=14792"},"modified":"2021-02-23T16:39:45","modified_gmt":"2021-02-23T16:39:45","slug":"jay-z-ace-of-spades-lvmh","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/jay-z-ace-of-spades-lvmh\/","title":{"rendered":"Jay-Z &amp; LVMH Are In The Bubbly Business Together"},"content":{"rendered":"<figure id=\"attachment_14798\" aria-describedby=\"caption-attachment-14798\" style=\"width: 1024px\" class=\"wp-caption alignfull -width\"><img loading=\"lazy\" decoding=\"async\" class=\"alignfull-width size-large wp-image-14798\" src=\"https:\/\/graziamagazine.com\/us\/wp-content\/uploads\/sites\/15\/2021\/02\/jay-z-lvmh-ace-of-spades.jpg?w=1024\" alt=\"Jay-Z sells 50% of Ace of Spades to LVMH\" width=\"1024\" height=\"683\" \/><figcaption id=\"caption-attachment-14798\" class=\"wp-caption-text\">Jay-Z celebrating with friends at his Roc Nation brunch in 2020 (Photo: Kevin Mazur\/Getty Images)<\/figcaption><\/figure>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=6MvCFKpZ9ps\" target=\"_blank\"><span style=\"font-weight: 400\">It\u2019s the Roc is in the (LVMH) building<\/span><\/a><span style=\"font-weight: 400\">. On Monday, February 22, Mo\u00ebt Hennessy announced a partnership with <a href=\"https:\/\/graziamagazine.com\/us\/articles\/beyonce-jay-z-golden-globes\/\" target=\"_blank\" rel=\"noopener\">Shawn Jay-Z Carter<\/a> via the acquisition of 50% of his high-end <a href=\"https:\/\/armanddebrignac.com\/\" target=\"_blank\" rel=\"noopener\" target=\"_blank\">Champagne Armand de Brignac<\/a> \u2014 or Ace of Spades as the rapper refers to it because of the gold bottle.<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Shawn JAY-Z Carter is pleased to announce a partnership with Mo\u00ebt Hennessy as they acquire a 50% stake in Armand de Brignac. The partnership reflects a shared vision between Mo\u00ebt Hennessy and Shawn JAY-Z Carter for the future of this iconic Maison. <a href=\"https:\/\/t.co\/LHmQd0s7Dh\" target=\"_blank\">https:\/\/t.co\/LHmQd0s7Dh<\/a> <a href=\"https:\/\/t.co\/irRyziwZYs\" target=\"_blank\">pic.twitter.com\/irRyziwZYs<\/a><\/p>\n<p>&mdash; Roc Nation (@RocNation) <a href=\"https:\/\/twitter.com\/RocNation\/status\/1363828159695749122?ref_src=twsrc%5Etfw\" target=\"_blank\">February 22, 2021<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400\">\u201cFor years we have been following the fantastic success of Armand de Brignac and admiring their ability to challenge some of the rules of the Champagne category,\u201d Philippe Schaus, President &amp; CEO of Mo\u00ebt Hennessy, said in a <\/span><a href=\"https:\/\/armanddebrignac.com\/la-vie-en-or\/moet-hennessy-partnership-with-shawn-jay-z-carter\/\" target=\"_blank\"><span style=\"font-weight: 400\">release posted on the champagne\u2019s website<\/span><\/a><span style=\"font-weight: 400\">. \u201cOften referred to as \u2018Ace of Spades,\u2019 Armand de Brignac breaks barriers and reflects contemporary luxury, while preserving the traditions of the Champagne terroirs,\u201d he continued. \u201cToday, we are incredibly proud to be partnering with them and believe that the combination of our Champagne experience and international network coupled with Shawn JAY-Z Carter\u2019s vision, the strength of the Armand de Brignac brand and quality of its range of prestige cuv\u00e9es will allow us to take the business to new heights across the world.\u201d<\/span><\/p>\n<p><a href=\"https:\/\/www.nytimes.com\/2021\/02\/22\/style\/jay-z-lvmh-ace-of-spades-champagne.html\" target=\"_blank\"><i><span style=\"font-weight: 400\">The New York Times<\/span><\/i><span style=\"font-weight: 400\"> reports<\/span><\/a><span style=\"font-weight: 400\"> \u201cthe deal gives Jay-Z the organizational support and distribution power of a global drinks \u201cmachine,\u201d as Schaus called it, while LVMH gets the cool clout and lifestyle marketing savvy of a pace-setting Black cultural leader at a time when the luxury sector\u2019s racism is under particular scrutiny.\u201d<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"JAY-Z - Show Me What You Got\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/FS4U-HAHwps?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400\">This isn\u2019t LVMH\u2019s first foray into Roc Nation\u2019s roster. Rihanna (who is also signed to Jay-Z\u2019s Roc Nation label) became the first Black woman at the helm of a LVMH Maison and the first woman, Black or otherwise, to launch an original brand at the conglomerate in 2019, though her Fenty clothing brand is now paused.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">As <em>the Times<\/em> points out, \u201cthe investment from LVMH, which has an all-white leadership team, gives Jay-Z an increased presence in an old, elite, European industry.\u201d But it\u2019s been a long time coming. In 2006, Carter purchased Ace of Spades with a partner after an executive from Cristal\u2019s parent company made <a href=\"https:\/\/www.rollingstone.com\/music\/music-news\/jay-z-cristal-chiefs-comments-racist-105507\/\" target=\"_blank\" rel=\"noopener\" target=\"_blank\">disparaging remarks<\/a> about its Black clientele (rappers like Carter elevated the champagne to aspirational affluence). He purchased the remainder of the brand in 2014.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Beyonc\u00e9 - Mood 4 Eva (Official Video)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/ZHzoPgV7z_I?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400\">The gold bottle with its spade branding has made appearances in Carter\u2019s \u201cShow Me What You Got\u201d video in 2006, in the music video for \u201cMood4EVA\u201d from <a href=\"https:\/\/graziamagazine.com\/us\/articles\/beyonce-icy-park-launch\/\" target=\"_blank\" rel=\"noopener\">Beyonc\u00e9&#8217;s<\/a> <em>Black Is King<\/em>, and at the 2020 Golden Globes where the Carters skipped the red carpet but showed up to the Moet-sponsored event with two bottles. They even shared it with <a href=\"https:\/\/www.insider.com\/reese-witherspoon-and-jennifer-aniston-drank-jay-zs-champagne-2020-1\" target=\"_blank\" rel=\"noopener\" target=\"_blank\">Reese Witherspoon and Jennifer Aniston asked the Carters for a spin of their champagne<\/a>, later sending them each a case.\u00a0<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">. <a href=\"https:\/\/twitter.com\/Beyonce?ref_src=twsrc%5Etfw\" target=\"_blank\">@Beyonce<\/a> and Jay-Z just walked in. They&#39;re waiting until Kate McKinnon finishes speaking to take their seats. Is their bodyguard carrying bottles of alc for them? <a href=\"https:\/\/t.co\/eeB7NPHW4g\" target=\"_blank\">pic.twitter.com\/eeB7NPHW4g<\/a><\/p>\n<p>&mdash; Amy Kaufman (@AmyKinLA) <a href=\"https:\/\/twitter.com\/AmyKinLA\/status\/1214000975490342912?ref_src=twsrc%5Etfw\" target=\"_blank\">January 6, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400\">Schaus summed up the partnership for<\/span><i><span style=\"font-weight: 400\"> the Times<\/span><\/i><span style=\"font-weight: 400\">, saying: \u201cIn your understanding of the world of tomorrow, we believe you created a new consumer for champagne.\u201d <\/span><\/p>\n","protected":false},"author":28001,"featured_media":14798,"template":"","format":"standard","categories":[38,16],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v20.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jay-Z &amp; 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