BET and Grey Goose Entertainment—the branding venture for the vodka maker that's prompted marketing forays into television and music—recently joined forces for Rising Icons, an eight-part miniseries following up-and-coming musicians like Kid Cudi and Keri Hilson. While the series premiered Monday night, the partners hosted some of the talent and 250 guests at a kickoff party at 1OAK, which included a performance by Hilson and a live mural painting session by artists Adam and Jarrod Razak.
Produced by the events department of Harrison & Shriftman, under the direction of Grey Goose brand manager Chauncey Hamlett, the Razaks were brought on to add an experiential element to what could have very easily just been a night at the club. “I loved the idea of something evolving throughout the event,” said Harrrison & Shriftman creative director Ryan Jordon, who'd been waiting for the right occasion to tap the Razaks for a party. “The concept was to fuse the two brands together through art.”
The painting, which incorporated images of the artists as well as the Rising Icons logo, stretched across one wall of the open V.I.P. area, so while guests ogled Christina Milian and Idris Elba from the other side of the velvet rope, they also saw the Razak brothers' work come together over the course of the night. Guest of honor Hilson even picked up a brush at one point to help out.
Grey Goose Entertainment plans to continue promoting the series throughout its run with a concert tour of the same name in 11 markets across the United States during July and August. Showcasing new talent in each of the cities, the Rising Icons tour arrives at New York's Hiro Ballroom this evening, after stops in St. Louis and Chicago earlier this month.