Fat Joe has been a fixture in hip-hop for more than two decades now. With Hpnotiq boasting a similar cachet on the liquor side in the 21st century, it was a no-brainer for Joey Crack to team up with the brand as their new creative director and face of the OG Campaign.
"Fat Joe is the OG. I've stayed relevant and it's the same thing for Hpnotiq," the Bronx native tells Billboard of his relationship with the brand that dates back to 2002. "They haven't died down. A lot of trendy stuff comes and goes, but Hpnotiq is here to stay. I'm one of the original guys to have campaigns with them back then. It was a no brainer to do the OG campaign and come full-circle."
With Joe at the helm, Hpnotiq allowed him to dabble on the creative side and star in a couple funny commercials, one of which, can be seen below. "We had some dry humor in there making fun of all these stereotypes," he explains. "It's some Jim Carey type of shit. It came out fire."