Nas launches his own official color 'Ultra Black' to promote new single that marks the 'whole vibe of 2020'
When you think of a musical artist creating something, it goes without saying that you would expect the result to be music, but the strangeness of 2020 just keeps on increasing. Rapper Nas is promoting his new single 'Ultra Black' in a way you would not expect.
The 'If I Ruled the World' rapper revealed on August 25 that he has partnered with Pantone Color Institute (the business unit within Pantone that provides customized color standards, brand identity and product color consulting) to create the color Ultra Black By Nas.
Taking to his Instagram, the rapper wrote, "It was only right that we work with @pantone on this project, the color experts. this one’s from the heart, something the world will feel, the whole vibe of 2020. #UltraBlack," alongwith the color's own promotional pic.
According to HipHopDX, Nas' partnership includes merch such as T-shirts, coasters, a custom deck of cards and more, and a portion of the proceeds will go to charity. 'Ultra Black' was released on August 14 and features on his new album 'King's Disease'. The track caught the attention from fans who speculated its lyrics throw shade on Doja Cat. In a new interview with radio station Power 106 on August 21, Nas shut down the allegations that he dissed her in the track.
"I just was really saying a rhyme that rhymed with 'Ultra Black'," the rapper noted in the joint interview with collaborator Hit-Boy. "I rhymed that word with 'ultra black', I didn’t even think of it. It's all love, it’s all love, you know what I'm sayin'? It was like 'Michael Blackson black'." The questionable lyrics came at the end of the first verse: "Sometimes I'm over-black, even my clothes are black. Cash Money with the white tee and the soldier rag. We goin' ultra black, unapologetically black. The opposite of Doja Cat, Michael Blackson black."
Nas is not the only celebrity to take ownership of curious things outside of music. In January, it was announced that Akon officially created his very own city in his country of birth Senegal, aptly titled 'Akon City'. In March, it was reported that Lady Gaga had an insect named after her. Named Kaikaia gaga, the insect is a newly identified species of a treehopper, an ostentatious but little-known insect group that populates most forests on Earth, according to CNN.
Other strange things celebs have taken official ownership of include the catchphrase "That's hot," which Paris Hilton trademarked in October last year, and the insurance of a famous buttocks. According to CNN, Paris Hilton was known for saying "That's hot" on her reality show 'The Simple Life', which she starred on with Nicole Richie. The insurance of the rear-end is tethered to Jennifer Lopez who has a $27 million insurance policy on her butt.
Additionally, in January this year, Queen became the first band to feature on UK currency, getting their own £5 coins. Similarly, in July, it was reported that Sir Elton John received the honor of getting his own £1,000 gold coin.