NY-Z: An ABSOLUT Collaboration with Jay-Z

ABSOLUT® VODKA UNVEILS “NY-Z” – A SHORT FILM FEATURING LEGENDARY ARTIST AND NATIVE NEW YORKER JAY-Z

Director Danny Clinch and Hip-Hop Icon Pay Tribute to New York City with Black & White Short Film; Latest Creative Collaboration from World’s Most Iconic Vodka

NEW YORK (March 22, 2010) – 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.