Drake’s love of green isn’t just about money. The rapper invested in MatchaBar, a café and bottled retailer specializing in green tea lattes and beverages with an intense energy boost that can rival coffee.
His investment is paying dividends in the music community, apparently.
Diplo, one of the biggest names in hip hop, recently praised the product, celebrating the “clean, healthy ingredients” and “healthy lifestyle” of MatchaBar’s drinks. Billie Eilish said “it’s just tight that there’s finally an energy drink that’s actually healthier.”
While such endorsements would have been unexpected coming from chart-topping musicians a decade or two ago, it’s no longer off-brand for big artists to advertise personal care and wellness. Musicians in 2018, especially rappers, are speaking candidly about fitness and mental health.
The trend doesn’t stop there. Record labels are using Zumba, a health-oriented dance craze, to help break artists. When Drake was announced as a lead investor in MatchaBar last August, cofounder Graham Fortgang said the rapper embodied the startup’s key idea: that “good things come to those who hustle.”
That’s not to say that music’s traditional partnerships with liquor brands and other less health-minded industries are going out of fashion. Millennials account for almost half of the United States’ wine drinkers and musicians aren’t cashing out of the lucrative world of spirits and liquors any time soon. But even the alcohol industry is hopping on the wellness trend: At recent iterations of Governors Ball, Afropunk and other music festivals, for instance, the promoted drink of choice was a single-serve, portion-controlled wine sold in recyclable capsules – and created by none other than Interscope Records.
Nevertheless, MatchaBar is making moves. MatchaBar sent out a press release announcing that they had completed an $8 million Series A round with the help of additional celebrity backers like producer Diplo, football player Von Miller, pop singer Billie Eilish, and actor Ansel Elgort.