Terrace Martin & Suntory Launch Japanese Whisky

Get ready for a unique blend of music and spirits! Grammy-nominated producer Terrace Martin, known for his work with artists like Kendrick Lamar and Snoop Dogg, has partnered with The House of Suntory for an exciting new venture. Together, they’re launching a limited-edition Japanese whisky called Toki Black.

The Inspiration Behind Toki Black

This collaboration isn’t just about putting a name on a bottle. The project also features Japanese jazz artist Ryota Nozaki, also known as Jazztronik. The resulting composition, inspired by the whisky itself, embodies the Japanese philosophy of ‘Ichigo Ichie’ – the concept that each moment is unique and unrepeatable. The name ‘Toki’ itself means ‘time’ in Japanese, further emphasizing this theme.

Suntory captured the creative process, releasing both a film and a special vinyl record. Side A features an improvisational session between Martin and Nozaki, while Side B presents Martin’s modern take on the music. Martin described the experience as “beautiful,” noting how music, love, and the whisky brought everyone together despite language barriers.

Navigating Brand Collaborations

BLACK ENTERPRISE caught up with Martin after the launch to discuss his approach to brand collaborations. He revealed that his interest in the Suntory opportunity stemmed from the team’s family-like atmosphere and their shared goal of aligning their brands. “Everybody had tons of great ideas. Their ultimate goal was to make sure both of our brands were aligned,” Martin shared.

When evaluating potential brand partnerships, Martin prioritizes integrity and mission alignment. He also seeks advice from fellow artists like Herbie Hancock and Snoop Dogg, who have shared positive experiences when pairing with the right brands. This collaborative spirit is something Martin values, especially as a Black artist who has maintained long-term relationships with his creative crew.

Advice for Cross-Cultural Collaboration

Working with musicians from a different cultural background was a new experience for Martin. His advice for navigating such collaborations is simple yet profound: “expect the unexpected, remove all ego, and go into each situation with an open mind and open heart.” This philosophy seems to have been key to the success of the Toki Black project.

This partnership between Terrace Martin and Suntory is a testament to how creative collaborations can bridge cultures and create unique products. It’s a reminder that when art, business, and shared values align, exciting new ventures can emerge.