Nas has joined forces with Escobar Cigars to become a co-owner and equity partner of the brand. The Nicaraguan cigar-crafter and the Grammy-winning rapper announced their partnership on Wednesday (Aug. 25), which includes a rollout of the brand’s redesigned website and a new all-black cigar box.
“When the team at Escobar Cigars initially approached me, I was immediately drawn to the brand by the exceptional quality of their product,” Nas said of the deal in a press release. “This partnership with Escobar has been almost two years in the making and I am honored to be an equity partner with them. I am looking forward to growing this brand and to giving back to the local communities in Nicaragua where our tobacco is grown, aged and hand-rolled into a premium cigar.”
Notably, the partnership arrives after Nas rapped about it being “Escobar season” on his 13th studio album King’s Disease II on the song “Nas Is Good.” According to the press release, Escobar Cigars was launched in 2018 and specializes in maduro and natural cigars.
On the music front, King’s Disease II recently debuted at No. 3 on the Billboard 200, becoming Nas’ 15th album to make it into the chart’s Top 10. King’s Disease II is also the New York native’s 12th LP to enter the Billboard 200 Top 5 and marks his highest-charting project since 2012’s Life Is Good.
According to Billboard, King’s Disease II moved over 56,000 total album-equivalent units within its first week; including 35,000 SEA units; 19,000 in album sales; and 1,000 TEA units.
Since becoming a founding partner of QueensBridge Venture Partners in 2014, Nas has invested in several internet brands, tech companies and startups. The 47-year-old and JAY-Z rapped about being angel investors on DJ Khaled’s song, “Sorry Not Sorry.”