Mar 22, 2010 at 07:28 PM
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Absolut Mixes Up Exclusive JAY-Z/MSG Content

As part of Absolut Vodka's MSG Concert Series sponsorship launched last year, the Pernod Ricard brand is today debuting "NY-Z" -- a 14-minute short film including JAY-Z and directed by popular music and culture photographer Danny Clinch. Featuring exclusive footage of artists JAY-Z and John Mayer as they prepare for MSG's September 11 benefit concert, NY-Z offers a glimpse into the life of the native New Yorker as he discusses his hometown and what it means for an artist to "arrive" with a performance at the world's most famous arena.

In September 2009, Absolut and Madison Square Garden announced the ABSOLUT CONCERT SERIES, a series of high-profile music performances - ranging from rock and roll to country. JAY-Z kicked off the concert series on September 11 of last year to benefit the New York Fire and Police Widow and Children's Benefit Fund.

"NY-Z is a great product of the collaborations behind the ABSOLUT Concert Series," Danny Clinch, Director of NY-Z said. "As the director, the creative spirits behind ABSOLUT and two iconic NY brands, JAY-Z and MSG, allowed for such a natural and seamless foundation, that the rest was really about celebrating New York through JAY-Z's eyes and exploring the notion that you have truly 'arrived' as a performer when you are playing at the Garden."

NY-Z was shot by ABSOLUT agency of record TBWA. To view the full video, visit