Fashion, Home + Interiors - Nas Partners With Pantone To Create “Ultra Black By Nas” Color Inspired By The Rap Legend
Nas Ultra Black by Pantone Nas Ultra Black by Pantone

Nas Partners With Pantone To Create “Ultra Black By Nas” Color Inspired By The Rap Legend

Carlstadt, NJ, August 25, 2020 – Today, Nas has announced his partnership with Pantone Color Institute for “Ultra Black By Nas,” a color inspired by the rap legend himself! The color name is also a play on Nas’ new single, “Ultra Black.” Produced by Hit-boy, “Ultra Black” is an anthemic, uplifting reminder of the unignorable contributions made by the Black community. Nas also released special “Ultra Black by Nas” merch—shop it here! A portion of the proceeds will go to charity.

A testament of the times, Ultra Black is a statement to being unapologetically Pro-Black, and thus pro-humanity. While the color black often connotes feelings of darkness, Nas reimagines the term to represent its richness, complexity, and profound beauty. An electrifying phrase honoring the Black community as the life force of culture, the term extends beyond race, class, or creed. It is symbolic of the fortitude, power, legacy, and interconnectedness of all people worldwide. Just as black absorbs all light, Ultra Black represents the unification of all people, spotlighting Black joy and the promising future ahead.

"It was only right that we work with Pantone on this project, the color experts. This one's from the heart, something the world will feel, the whole vibe of 2020," said Nas.

“We were thrilled to be able to partner with Nas on the creation of ULTRA BLACK, a color symbolic of the powerful message he expresses in his new compelling anthemic statement, ‘Ultra Black’,” says Laurie Pressman, Vice-President Pantone Color Institute. “In our highly visual world, color is one of the most powerful communication tools we can use to draw immediate attention and get our voices heard. Supporting ‘Ultra Black’ with this new ULTRA BLACK color helps Nas share his message in a visually impactful way, one that will further ensure the global reach of his inspiring and uplifting message.”

About Nas

Nas (Nasir Jones) first reached an international audience when his track “Halftime” was tapped by producer MC Serch as the opening cut on 1992’s Zebrahead movie soundtrack. Signed to Columbia Records, the first full-length album by poet and rhyme-master Nas arrived in 1994, Illmatic. The RIAA platinum hip-hop landmark featured “It Ain’t Hard To Tell,” “The World Is Yours,” and “One.” 1996 brought the breakthrough double-platinum It Was Written (#1 R&B for 7 weeks, #1 pop for 4 weeks), with his first major crossover singles “Street Dreams” and “If I Ruled the World (Imagine That).” Success continued with the double-platinum I Am in 1999 (again #1 pop and #1 R&B), with the chart singles “Nas Is Like,” “Hate Me Now” (featuring Puff Daddy), and “You Won’t See Me Tonight” (featuring Aaliyah).

Subsequent albums by Nas included: the RIAA platinum Nastradamus (1999, #2 R&B, #7 pop, with “Nastradamus” and “You Owe Me,” featuring Ginuwine); the platinum Stillmatic (2001, #1 R&B, #5 pop, with “Got Ur Self A…,” “ “One Mic,” and “Rule”); the platinum God’s Son (2002, #1 R&B, with huge R&B/pop crossover hits “Made You Look” and “I Can”); and the platinum double-CD Street’s Disciple (2004, #2 R&B, #5 pop, with “Bridging the Gap” and “Just a Moment”). And his 2012 album, Life Is Good earned him 4 Grammy nominations including Rap Album of the Year and is certified RIAA gold. His new album King’s Disease is out now.

Over the years, Nas has also been the featured guest on a number of crossover hits by other artists, among them: Allure (“Head Over Heels,” 1997); Missy Elliott (the #1 “Hot Boyz,” 1999); fellow Queensbridge rapper Mobb Deep (“It’s Mine,” 1999); Jagged Edge (“I Got It 2,” 2002); J-Lo (“I’m Gonna Be Alright,” 2002); Kanye West (“Classic (Better Than I’ve Ever Been),” 2006); DJ Khaled (“Nas Album Done,” 2016); Swizz Beats (“Echo,” 2018); Jhene Aiko (“10K Hours,” 2020) and others.

In addition to his successful career in music, Nas has pursued a career in motion pictures that began with his co-starring role (alongside DMX) in 1998’s cult classic crime drama Belly, a film by director Hype Williams (with whom Nas has done several music videos). Most recently, he was the executive producer of the 2016 Netflix series The Get Down.

Nas is also the co-founder of Mass Appeal Records.

About Pantone

Pantone provides a universal language of color that enables color-critical decisions through every stage of the workflow for brands and manufacturers. More than 10 million designers and producers around the world rely on Pantone products and services to help define, communicate and control color from inspiration to realization – leveraging advanced X-Rite technology to achieve color consistency across various materials and finishes for graphics, fashion and product design. Pantone Standards feature digital and physical color specification and workflow tools. The Pantone Color Institute™ provides customized color standards, brand identity and product color consulting as well as trend forecasting inclusive of Pantone Colof the Year, Fashion Runway Color Trend Reports, color psychology and more. Pantone B2B Licensing incorporates the Pantone Color System into different products and services, enabling licensees to communicate and reproduce approved Pantone Values and improve efficiencies for their users. Pantone Lifestyle brings color and design together across apparel, home, and accessories.

For the latest news, trends, information, and conversations, connect with Pantone on Instagram, Facebook, Pinterest, and LinkedIn.

Corporate Contact
Marcie Foster
Pantone
+1 888-PANTONE
marciefoster@pantone.com


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