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Absolut Partners with Kanye West |
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Monday, 19 May 2008 |
Absolut Vodka is collaborating with music talent and 10-time Grammy award-winning artist Kanye West for a series of projects throughout 2008.
Their creative ventures begin with sponsorship of the Glow in the Dark Tour 2008 Ignited By Absolut 100, and will continue as West works with the brand to bring his signature style into nightlife arenas and marketing campaigns.
As part of the brand's 'In An Absolut World' advertising campaign, West, along with other artistic luminaries, will share his vision of life in an Absolut World through online testimonials and interpretations.
"I have a lot of respect and admiration for a brand that was so ahead of its time in terms of seeing the value of collaborating with the creative community to express a unique vision of Absolut. This is a brand that has worked with the pre-eminent artists of the 20th century–-Tom Ford, Andy Warhol, Keith Haring, Helmut Newton. These are individuals who have inspired me in my work, and I feel honored to be a part of this legacy," says West. "What I'm most excited about is the opportunity to help push ABSOLUT in even more scintillating ways through a collaboration that puts me both in front of and behind the camera."
The Glow in the Dark Tour Ignited By Absolut 100 began in Seattle at Key Arena on April 16, and will visit more than 25 major US cities throughout the spring. To create the ultimate experience, West has teamed with I Love All Access to provide his fans with VIP ticket package experiences. For information, go to kanyeuniversity.com. N.E.R.D, Lupe Fiasco and fellow Def Jam Artist Rihanna will join Kanye on the road.
From San Francisco and Los Angeles to New York City and Washington, D.C., Absolut 100 cocktails and bottle service will be featured prominently in the trendiest nightclubs, where official after parties will jam into the night. Incorporating elements of the tour and West's design aesthetic into both the club scene and retail locations across the country, Absolut will create a 360-degree experience for his fan base.
Launched in fall 2007, Absolut 100's unique black bottle, glossy finish and noticeably smooth taste were the inspiration to partner West together with this stylish spirit.
"Absolut has a long history of working with engaging artists, beginning with Andy Warhol and continuing over the last 27 years. As we usher in a new creative era with our ‘In An Absolut World’ advertising campaign, we want to work with artists who spark dialogue and inspire people in the 21st century," says Ian Crystal, brand director, Absolut Vodka. "This collaboration with Kanye West, whose creative talents extend far beyond his musical career, will use our collective voice to bring style and excitement to our consumers."
For information, visit www.absolut.com.
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