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SZA served as the creative consultant for the “In Bloom” virtual experience, where she’ll perform new music from her upcoming sophomore album for the first time (including “Shirt,” which went viral after she posted a TikTok dancing to the unreleased track).
“Working with an iconic brand like Grey Goose and getting to be their creative consultant has been a great experience,” said SZA in a press statement. “Essences are everything I look for in a spirit—crisp, light, smooth, and full of flavor. The opportunity felt like a perfect match to me. I love incorporating elements of nature into my performances and the fruits botanicals and herbs in Essences provide a great template for that. I feel like ‘In Bloom’ really captures where I’m at right now, especially after a year and a half of lockdown, which is also why it feels like the best place to debut some of my new material. I’m so excited for my fans to see this performance.”
The event will stream on Grey Goose’s website here and on SZA’s YouTube channel here at 9 p.m. ET on Thursday (July 1). The show and the stunning floral set, which she helped design, blends SZA’s passion for nature and technology. The immersive concert is filled with drone shots, 360-degree cameras and a full band.
To prep for the event, order Grey Goose Essences, which are infused with botanical flavors, with same-day delivery via Drizly here. The new line comes in three flavors: Watermelon & Basil, Strawberry & Lemongrass and White Peach & Rosemary.