Hit-Boy's current motto heading into 2025 is to upgrade his software and become his best self. As part of his mission, the prolific producer and rapper teamed up with D'USSÉ Cognac to help push the culture forward with an innovative experience that will blow fans' minds.
The Grammy award-winning artist and D'USSÉ recently debuted "The Set," an interactive augmented reality experience featuring exclusive DJ sets by Hit-Boy. Fans can utilize the cognac brand's first-ever AR filter to make Tony Fontana" appear behind a DJ booth simply by scanning a QR code with their smart devices. The QR codes can be found inside any D'USSÉ VSOP Holiday Gift Box.
Photo: D'USSÉ
"One of my boys randomly texted me the other night and had me in AR DJing at his crib," Hit-Boy tells iHeartRadio. "I was just bugging out like, 'Wow, people really tapped in just out of nowhere.'"
Once the QR code is scanned, users can choose a holiday cocktail from the menu. They'll be able to unlock an AR version of Hit-Boy at the DJ booth that can go anywhere like a house party or an event space. Every selection holds a unique mix that Hit-Boy curated to fit the mood of each drink. Hit-Boy will even respond with a new set and rare animations whenever users switch up their selections.
Hit-Boy celebrated the launch of "The Set" during an exclusive event at The Saxony Bar inside the Faena Hotel in Miami Beach during Art Basel. Guests got to taste each cocktail from the menu including the D'USSÉspresso Martini and the D'USSÉ Pomegranate Lemonade Spritz as Spinser Tracy and DJ Chase B curated the vibes at the DJ booth. In addition to Hit-Boy, other celebrities like Rotimi, Joey Bada$$, Mike WiLL Made-It, Swae Lee, Vic Mensa, Chance The Rapper, Taylor Bennett, SAINt JHN, and Terrence J also attended the exclusive soiree.
"This is something that D'USSÉ is doing to push the culture forward to push tech forward. It's just fly, man," Hit-Boy adds.
Hit-Boy's mixes on "The Set" feature bangers he's produced throughout his career. They also contain new music he dropped over the past few months with fellow MC's like his father Big Hit. After he was released from prison last May, Big Hit and Hit-Boy hit the ground running and quickly became an unstoppable duo. The 37-year-old executive produced his dad's debut album The Truth Is In My Eyes and his joint album with The Game, Paisley Dreams. They continued their run by dropping joint projects like SURF OR DROWN, Vol. 2, and their most recent LP Black & Whites alongside The Alchemist. After Big Hit got locked up again in October, Hit-Boy advocated for his dad's freedom and shared their new single "Bigger Than Life" from their upcoming album Free Big Hit.
"As much as I love him, it's just like it is what it is," Hit-Boy says. "I'm used to what I'm used to. I've been dealing with this for 30 years, so I just was like, 'Let's just drop as many videos and as many songs as we can while we got you here.' And 'Bigger Than Life' was just another piece of work that we had. That's actually going on his album that we're going to drop soon called Free Big Hit.'"
The iconic producer behind hits like Beyoncé's "Thique" and Travis Scott's "Sicko Mode" is also preparing to release his next solo album in the new year. Hit-Boy already gave fans a glimpse of what to expect after he dropped recent tracks like the Don Cannon-assisted "Spill" and "Theodore & Andre" with The Alchemist. Now he says his follow-up to SURF OR DROWN will have him "digging deeper" and pushing himself musically.
"I feel like I'm finally cracking a code that I've been trying to crack," Hit-Boy says about his upcoming album. "As crazy as it sounds, as much as I've done, I feel like I'm just getting started."
The limited edition D'USSÉ VSOP Holiday Gift Box includes a 750 mL bottle of VSOP and is available now. Watch the music video for Big Hit & Hit-Boy's new song "Bigger Than Life" below.