Live Sessions

Published on December 10th, 2021 | by Dr. Jerry Doby


Live Session With Nick Storm of Iconic Liquor Brand Hpnotiq

Since 2001 Nick Storm has been New York City’s and hip hop’s spirit guru, and most noted for launching Hpnotiq’s infamous and most popular drink to date, “The Incredible Hulk.” Prior to the brand taking the nightlife world by storm, Hpnotiq was created in 2001 when young entrepreneur Raphael Yakoby partnered with Nick Storm, a prominent NYC nightlife connoisseur, to create a celebrity marketing strategy and promotional plan. From selling cases out the trunk of cars to New York’s premier restaurants and bars, Hpnotiq was becoming the stylish New York club scene’s drink of choice. Hpnotiq was then featured in the lyrics and music videos of music’s biggest acts including Ludacris, Missy Elliot, Jay-Z, Lil’ Kim, Fabulous, and many more. Since 2001, Hpnotiq has continued to be a mainstay in nightlife as one of the most iconic brands in the industry – from its variety of “Incredible” cocktails to its continued support and involvement in the bleeding edge of culture.

For 20 years, since its inception in 2001, Hpnotiq has lived at the intersection of culture, music, and nightlife as the liqueur has been prominently featured in music videos, song lyrics, and at the center table at the hottest nightclubs.

In celebration of this 20 year benchmark there was of course an amazing event to celebrate both the brand and Nick’s 20 year in the industry as well. Check out some images from Hpnotiq’s 20th Anniversary event in New York City that took place Tuesday, November 2 at Slate NY. The event also celebrated Nick Storm’s legacy in both the Spirits and Hip Hop industry. Specialty-crafted cocktails sponsored by Hpnotiq were served, and celebrity VIP guests appearances include DJ Clue, rapper Maino and more.


I got a chance to chop it up with Nick to talk about his journey and career as well as the explosion of Hpnotiq nationwide beginning from its humble start in NY! I got a chance to share with Nick about how when I was working clubs in LA, specifically The Current Affair owned by World Class Wreckin Cru legend Alonzo Williams, one of our lady bartenders came in and was on FIRE about this new drink. She turned out to be right and our ladies night events always made us stock extra bottles…it was crazy! It was an amazing conversation and Nick wasn’t shy about dropping some gems on how he put together this winning campagin for a spirit that will go down in history as one of the very first to be embraced and celebrated by the Hip Hop community…Tune In!

About the Author

Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.

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