Jay-Z and Hype Williams Put a New Twist on Slim Aarons

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Together with his music and sports-management firm Roc Nation, streaming service Tidal, and extra companies, Jay-Z is the epitome of a mogul. The rapper’s newest enterprise is a hashish model referred to as Monogram, and a brand new advert marketing campaign for the corporate reveals that he’s simply as inventive as he’s shrewd. 

The billionaire enlisted legendary music video director Hype Williams to {photograph} the marketing campaign, which is a play on the legendary work of Slim Aarons. In the course of the mid-Twentieth century, Aarons grew to become identified for his photos of celebrities and glamorous folks socializing and indulging. His subject material was “enticing folks, doing enticing issues in enticing locations,” he famously stated.

This picture evokes Aaron’s “Hold Your Cool.”

Photograph: Hype Williams

The Monogram marketing campaign hits the identical word, however with hashish on the forefront. “The notion round hashish has shifted so much because the Twentieth century. If you happen to had been to ask me and my friends how we’d outline the great life right now, weed would undoubtedly be part of it,” stated Williams. Grammy-nominated artist Chika, mannequin Slick Woods, rapper Curren$y, the trio of cooks who make up Ghetto Gastro, and stylist Aleali Might are among the many topics who take pleasure in weed in and across the pool on the Frank Sinatra Home in Palm Springs within the photographs. 

Behind the scenes of the shoot.

Courtesy of Monogram

Aarons’s photos “Hold Your Cool,” “Desert Home Celebration,” “Poolside Gossip,” and “Leisure and Vogue” had been all recreated. Of the 4, Aarons shot two of these on the Richard Neutra–designed Kaufmann Desert Home in Palm Springs. As soon as residence to singer Barry Manilow, the dwelling, made from glass, metal, and stone, is a primary instance of recent structure. As not too long ago as February, it was in the marketplace for $25 million.

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The Monogram shoot didn’t happen there, however Williams, Jay-Z, and firm discovered a spot close by that’s maybe simply as iconic. They shot at Twin Palms, a contemporary residence constructed by architect E. Stewart Williams for Frank Sinatra in 1946 (the Neutra home was constructed one 12 months later). At present, Sinatra’s modern-style desert hideaway is obtainable as a trip rental—and if you wish to recreate these photographs your self, it’s going to set you again $3,300 per night time to hire the place on Airbnb.

“HOV [Jay-Z] has a imaginative and prescient for the business that he’s bringing to life via Monogram. His focus for this marketing campaign was to showcase how superbly hashish matches into the great life right now, and I’m honored to be part of it,” stated Williams.

Photograph: Hype Williams

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