South African rapper and entrepreneur Money Mike S.A has signed a partnership with Luc Belaire Rare Rosé, the French sparkling wine brand, months after American rapper Rick Ross posted him on social media.
In February, Ross, a global ambassador and promoter for Luc Belaire, shared a picture of Money Mike S.A with his social media audience. The post placed the South African artist before one of hip-hop’s most influential global audiences.
From social media co-sign to brand partnership#
The rapper, born Ibrahim Abdul Fakhouri, said the February post signalled that listeners outside South Africa were starting to pay attention.
“To have Rick Ross post me was a big moment. I saw it as a sign that people outside South Africa were starting to pay attention.”
Money Mike S.A said the partnership with Luc Belaire Rare Rosé turned that moment into a tangible business opportunity.
“That is the part people don’t always see. A picture can look like just a picture, but sometimes a moment like that opens your eyes to what is possible.”
“It is crazy when you look at the journey,” he said. “To get a co-sign from someone like Rick Ross and then later become part of the Luc Belaire family is something I am genuinely proud of. It shows that the work is travelling beyond South Africa.”
Rare Rosé and a wider commercial run#
Luc Belaire Rare Rosé is produced in Provence, southern France, by fifth- and sixth-generation winemakers at a Maison founded in 1898. The wine is known for its deep garnet-rose colour, fine persistent bubbles and red-fruit profile.
“Rare Rosé has presence. It is the kind of bottle that walks into a room and gets noticed. I relate to that because I want everything I build to have that same presence.”
Money Mike S.A said the partnership fits a broader push beyond music.
“I am not interested in being boxed into just being a rapper. Music is the foundation, but I am building a lifestyle brand around it.”
Ross has a long association with Luc Belaire and operates across hip-hop, luxury, nightlife, fashion and premium lifestyle sectors. The deal places Money Mike S.A within that music and luxury ecosystem.
“I understand that brands are looking for culture. They want people who have a story, an audience and something real to say. I want to be one of the African artists who can sit comfortably in those conversations.”
True Religion, Yalla Habibi Cartel and music catalogue#
Earlier this year, Money Mike S.A also secured a partnership with True Religion, the global fashion label. The two brand deals place him across fashion and luxury beverage categories.
“The music, fashion, business and lifestyle are all connected. I am building an identity that can move across different spaces.”
He is the founder of Yalla Habibi Cartel, a venture that has supported his work as a businessman and lifestyle personality.
“I come from a background where you have to create your own opportunities. So I have always understood that you cannot wait for someone to give you a seat. Sometimes you have to build your own table.”
Money Mike S.A began making music with friends while in school and later joined hip-hop cyphers before moving to larger stages. He has worked with South African hip-hop artists including Emtee, Blxckie and Chad Da Don.
His catalogue includes:
- “BELIEVE” featuring Emtee and Saudi
- “Amigo”
- “Black Flag”
- The Caine Effect: Budra, a 2026 project
- “ON GAWD”
- “MA SHI”
