In celebration of Crown Royal Black’s partnership with Big Boi, cameras went behind the scenes to document Big Boi during his tour in Europe to capture moments of his life and career that showcase his definition of “The Crown Life.” The short film lets audiences into Big Boi’s life as he performed at Glastonbury in England and at Hove Festival in Norway, as well as a day off in Budapest, Hungary.

The film is directed by Jacob Lincoln for Greenpoint Pictures.

“The Crown Life” is a multi-layered campaign created to mark and celebrate life’s crowning moments. On the heels of the launch of new variant, Crown Royal Black whisky, Crown Royal has gathered influential designers, filmmakers, hip-hop royalty, cultural influencers and nightlife superstars to help celebrate “The Crown Life” and express what it means to them.

Big Boi teamed up with Crown Royal Black for the creation of this short film titled “The Crown Life”. Featuring appearances by Killer Mike and MMG’s Pill.

Rapper, songwriter, and producer Big Boi has partnered with Crown Royal to develop unique content and put his own spin on the iconic Crown Royal bag. Cameras went behind the scenes to document Big Boi in compelling moments of his life and career that showcase his definition of “The Crown Life.” The short film will let audiences into Big Boi’s life as he performed at the 2011 Grammy Awards; inside his studio, Stankonia, as he prepares for his latest projects; and an evening out on the town in his hometown of Atlanta with stops at his favorite spots to unwind.

“Crown Royal is my drink of choice, and I’m proud to be the first to put my own spin on The Crown Life,” said Big Boi. “The design of the iconic pouch, the film we’ve created, and the products these incredible designers produced were all inspired by how we like to commemorate life. It’s about celebrating the moments that make up our everyday lives, and doing so respectfully and responsibly.