Texas may be experiencing a late February heat wave, but in Houston, Paul Wall continues to stay icy- literally. The Grammy-winning rapper sat down with the Source to talk about his new ICE liquor line (and the accompanying ICE custom chain giveaway that is open for entry until February 28), experimenting with chemistry, art, jewelry design, and music- all while staying true to his iconic Houston roots.
We first spoke with Wall about his newest venture- Paul Masson ICE is a brandy that was created in collaboration between Wall and iconic brandy company Paul Masson. ICE, which is inspired by Wall’s signature jewelry and style, is the latest release from the company Paul Masson and takes brandy in a different direction- one that is almost as dynamic as Wall himself.
As for what inspired him to get involved with the liquor company (which is also based in Texas), Wall explains how he had been working with Paul Masson before, noting that the brand’s longevity (the company has been around for 200 years) was one of the motivating factors behind the partnership (as well as the shared first name) and stating that “the brand has always kind of inspired me since I was young and to get to work with them is a crazy thing- it’s been great.”
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The brandy, which has been described as “multisensory” in reviews, draws its citrus flavors from tangerine and grapefruit. While this is a standard base in many brandies, Wall explains what makes ICE unique.
“It’s a clear brandy instead of a dark brandy and has almost a minty cool finish when you taste it,” he explains, speaking about how he went to the company’s headquarters in Kentucky and participated in the brandy’s creation, marveling at the chemistry that went behind making it “icy.”
The bottle’s art “was mostly inspired by my style from the 2005 album The People’s Champ, so the way the cover is of the bottle, it shares some of the color pattern of the album to represent my icy style,” he explains, further noting that “the 59 [alcohol proof level] was representative of 59 Southlea,” a nod to the 5900 block of Southlea Street in Houston where Wall lived when The People’s Champ was released in 2005.
Wall also worked with iconic Houston jeweler Johnny Dang to make a custom commemorative piece to accompany the bottle’s release, but this is one chain that will not go in Wall’s personal collection. Instead, he is giving his fans a chance to win it. inspired by Wall’s style and the ICE brand, the $15,000 chain and matching melted ice cube medallion features VS and VVS diamonds with what Wall notes are “some of Johnny’s special touches.”
As for his collab with the iconic jeweler (a man who Wall describes as “the hardest worker ever”), Wall describes how while he doesn’t go big all the time, “Johnny goes big all the time.”
It’s been two decades since “Grillz” dropped and while jewelry and styles have changed, so has Wall’s personal style. Wall explains how he likes to work with Dang and try different creations, noting that some of them hit and some of them don’t, explaining that while something might not be his personal favorite, it might be someone else’s- an approach that Wall takes when making new music as well.
While describing his brandy, Wall explains that there is an artistic element that makes everything complex- the taste, the art, the layers that bring it all together. Perhaps the same can be said about Wall’s music as there are layers to his sound that go beyond beats, lyrics, and verses.
Wall, who has been instrumental in creating the distinctive H-town sound, describes making music as creating something that “speaks to your soul,” noting that “it’s not just about gems and jewels and getting money, it’s about why we’re getting money- what are we getting money for- that’s what I love.”
When it comes to experimenting with music, Wall describes how he’s been careful with toeing the line between staying true to his iconic Houston sound while pushing the limit and trying new sounds and styles. For example, he worked with Bay-area DJ Fresh on his most recent album, Once Upon a Grind, which dropped in late 2024 to overwhelmingly positive reception.
For example, on Once Upon a Grind, DJ Fresh’s Bay sound influence is strong enough to be noticed, but subtle enough not to draw away attention from Wall’s own style, an intentional move by Wall to mix it up without going too far off tradition (sort of like making brandy with some traditional elements and some novel ones).
“Always representing Texas Houston has always been something that’s been important to me,” he explains, saying “I want to give the people what they want, but I don’t want to lose the style that my fans like. For me to be a part of [the Houston] sound is a huge honor and huge responsibility, for me to keep it true and to keep it going, so even though other artists who came out may have moved on to other things, a lot of us stayed true to the sound.”
While Wall emphasizes staying true to his roots, he gives flowers to Texas-based artists including Lil Keke, Travis Scott, Megan Thee Stallion, the Mexican OT, and others, noting that while “the evolution of the Texas sound has changed, you still hear that H-town sound, expanded it from where it was to where it is now” in many of the artists’ work.
It’s evident that Wall could spend hours talking about music, hyping up dozens of Houston-based artists and excitedly talking about their work. The common denominator of Texas hip-hop according to wall is that the artists “take it in an artistic direction where its art- its performative, its performance art, representing Texas in everything we do.”
As for Wall, he is in the studio almost every day, working on new music as well as new business ventures, a testament to his talent, work ethic, and loyalty to his city and fans- all factors that have contributed to his longevity within the industry.
While some artists might be reluctant to adapt to changing times and styles, Wall says that instead “it motivates me to continue making music and trying new sounds.”
But even one of the industry’s hardest-working artists gets to celebrate his birthday and the People’s Champ is having a contest for a few regular people to join him at his birthday celebration in March as part of his ICE-sponsored contest, which includes winning the iconic Johnny Dang ICE chain as well as a chance to attend Wall’s birthday bash and concert in Dallas in March.
Through February 28, consumers 21+ can visit www.PaulMassonIce.com to enter for their chance to get ICE’d out.