Courvoisier and Def Jam Recordings celebrate rising stars

Cognac house Courvoisier has partnered with US record label Def Jam Recordings to launch a platform that celebrates new music, called Amplified: Icons on the Rise.

Musicians including Valee, Arlissa, Amir Obè and Bobby Sessions will feature in Amplified: Icons on the Rise

As part of the partnership, Beam Suntory-owned Courvoisier will become the official spirit of Def Jam Recordings and will host a series of events that celebrate new and emerging musicians.

“We’re excited to partner with an iconic brand like Def Jam to recognise a new generation of artists,” said Stephanie Kang, marketing director at Courvoisier.

“Like Def Jam Recordings, Courvoisier has a history rooted in a strong entrepreneurial spirit. We were founded on the principle that Courvoisier is a community, not a company. Through collaboration with talented artisans in our hometown of Jarnac, France, we’ve delivered a Cognac of superior quality for generations.”

As part of Amplified: Icons on the Rise, Courvoisier and Def Jam Recordings will host activations featuring performances from musicians including Valee, Arlissa, Amir Obè and Bobby Sessions.

The partnership with Def Jam will span multiple touch points, including high profile events with Def Jam artists, social and digital media content, advertising and intimate brand activations.

Paul Rosenberg, chairman and CEO of Def Jam Recordings, said: “A major focus for Def Jam and our brand initiatives involves connecting to our audience in authentic ways. Courvoisier and Def Jam are two iconic brands that run deep within culture.

“We’re thrilled to partner with Courvoisier as we engage our audiences through exciting new platforms with incredible new artists.”

Courvoisier will also launch its Honor Your Code platform, which will celebrate the “life lessons, convictions, and ideas” that inspire people to succeed.