From Houston to High Fashion: Paul Wall and Paul Masson Celebrate ‘ICE’ with Exclusive Jewelry Drop

Paul Wall showcases the custom Paul Masson ICE chain and brandy, part of a giveaway tied to his upcoming birthday bash. The Houston rapper and jeweler Johnny Dang are offering one fan the chance to win the $15,000 pendant as the city prepares to celebrate Wall’s legacy.

Paul Wall, the Houston rapper known as "The Iceman," is giving one lucky fan the chance to experience his signature lifestyle, complete with a $15,000 custom chain designed by his longtime jeweler Johnny Dang and a VIP trip to his birthday concert in Dallas. The contest, backed by Paul Masson Brandy, promises the winner an exclusive backstage party where Wall will personally present the jewelry while bottles of Paul Masson ICE, the liquor brand’s latest flavored brandy, are poured.

At first glance, the collaboration seems like a natural fit. Wall, who helped make diamond-studded grillz a hip-hop staple, has built his image around jewelry, luxury, and Houston’s underground rap scene. His partnership with Dang is legendary, their influence cemented in hip-hop history. Owning a custom Johnny Dang chain isn’t just about flash — it’s a status symbol, making this contest feel like more than just a promotional stunt. But behind the glitz and exclusivity, there’s a familiar tension between hip-hop culture and corporate branding, raising the question of whether this is an authentic moment or just another attempt to sell more liquor.

The intersection of hip-hop and alcohol marketing is nothing new. Liquor brands have spent decades embedding themselves into rap culture, from the days when Cognac companies latched onto their unprompted shoutouts in lyrics, to modern deals where rappers become the face of a brand, collecting checks while pushing bottles.

The custom Paul Masson ICE chain, designed by famed jeweler Johnny Dang, features VS and VVS diamonds set in a frosty light blue medallion, mirroring the brand’s signature colors and cooling effect.

 Paul Masson has followed that formula, leveraging hip-hop’s love of luxury while maintaining a mass-market appeal. Its new Paul Masson ICE brandy was even designed with a gimmick tailored to Wall’s persona — the bottle’s thermochromic label shifts color when chilled, mimicking the way diamonds catch the light. Even its 59-proof alcohol content is a nod to Wall’s Houston roots, referencing the 5900 block of Southlea Street where he lived when he dropped "The People's Champ," his Billboard No. 1 album that turns 20 this year.

Wall’s influence, however, extends beyond marketing deals and jewelry. He has remained deeply connected to Houston’s rap scene and his community, organizing school supply drives, helping with Hurricane Harvey relief efforts, and maintaining his independence in an industry that often exploits artists. He built his brand from the ground up, and his partnership with Dang revolutionized custom jewelry in hip-hop. That legacy is part of what makes this contest appealing — this isn’t just a chain; it’s a symbol of the culture Wall helped shape.

But that authenticity is also what makes the campaign feel like a double-edged sword. For one lucky winner, it’s a chance to step into Wall’s world, draped in a Johnny Dang original while rubbing elbows backstage at a hip-hop event. For everyone else, it’s a well-executed advertisement disguised as a cultural moment. The contest runs through Feb. 28, with details available at PaulMassonIce.com, but as hip-hop continues to be one of the most powerful marketing tools in the world, the bigger conversation about how brands capitalize on the culture is far from over.