With the ambition to expand her musical reach into advertising, Austin rapper / singer Anastasia Hera released “Changin ‘Lanes” last February in partnership with a local school for commercial truck drivers.

The unexpected collaboration, featuring Hera at the wheel of an 18-wheeler, worked. The artist quickly connected and signed a management agreement with South Carolina-based So Bold Entertainment, which linked her to Charleston’s Striped Pig Distillery to launch her own brand of alcohol. In the week of our conversation, Hera filmed her first commercial for the upcoming HERA Tropical Rum – backed up by, yes, her own tropical accompanying jingle.

“During my first conversation with [distillery owner “Pixie” Paula Dezzutti], she asked me about my favorite mind, ”Hera explains. “I’m not a heavy drinker, but back when I was it was still Malibu, or any coconut rum, and Coke. Between that and spending nights at Flamingo Cantina with the mix and mix of music that I grew up listening to, a tropical rum felt natural to me. “

Dezzutti’s company, Local Choice Spirits, had previously launched beverage brands with musicians including country Tyler Boone and rap artist Boosie BadAzz. They’re hoping to have bottles of Hera Banana Coconut Rum available this fall, with more flavors to come. HERA’s first tropical rum can be enjoyed neat, on ice or frozen – with the recommended mixers of coconut water or pineapple juice.

“Just like with music, I want to present it to people who look like me”, explains the creator. “I’m not a party girl every weekend, but I like to have fun sometimes and let go. I like the idea of ​​having her with something a little softer like water. of coconut, because the flavor is sufficient to stand on its own. “

Growing up in Austin, Hera said the only tropical places she visited were “in my mind, through music”. Adulthood trips to Belize and Puerto Rico, as well as Bob Marley’s longtime love, inspire his current creation. “I like what artists like [Marley] were able to do with their niche, and it touched the whole world, ”she says. “That’s what I’m trying to achieve here, from my little corner of Texas: as a black woman from the South, what are my experiences, and how can I make them accessible to everyone?”

She will be releasing her commercial HERA Tropical Rum soundtracks as singles, signaling a change in her musical creation following the May release. It’s Anastasia. (Adapted to island vibes, the EP included the aquatic track “Big Tuna” featuring a metaphor of a big fish in a small pond.) This year, the singer began producing tracks herself for the first time. her career, as well as training with a new group like Anastasia Hera & the Heroes.

“The last part of this summer has just been me, locked in with my computer, making my own rhythms,” Hera says. “Until now, I’ve only used music from other producers to make my music. Now that I’m confident enough to put together my own compositions, I want to show people.”

The artist also found a larger following after signing with So Bold Entertainment manager Douglas Lofton, including a distribution deal with Sony Orchard. This fall, she plans to bring her bottles, with a palm leaf logo, to bars and hotels in the area. It evokes the always solid idea of ​​bringing a life-size cardboard cutout.

“I’ve put on great music before, but nobody really heard it outside of Austin,” she adds. “Now I have another reason for people to be careful. I’m like, ‘Guess what? I’m not just the pretty face holding this bottle. Listen to this album, you’ll be touched.’”