Def Jam Recordings partnered with Courvoisier Cognac to make the Beam Suntory brand the official spirits partner of the label. The partnership also created the "Amplified: Icons on the Rise" music platform.

The platform was created by both companies to feature activations inspired by hip-hop cultural moments and an event series promoting emerging artists. The emerging artists promoted by the series included Def Jam performers Valee, Bobby Sessions, Arlissa and Amir Obè.

The two companies came together to showcase how these artists have stayed true to themselves in the "Honor Your Code" campaign.