Rapper Nas has followed in the footsteps of director Martin Scorsese and singer Erykah Badu after signing on as the new face of luxury cognac brand Hennessy.

The Hero hitmaker will serve as the spokesperson of the firm's Wild Rabbit 'never stop, never settle' campaign.

Speaking about the new venture, he says, "This partnership with Hennessy has been almost two decades in the making. I am honoured to be included in the group of previous partners Hennessy has selected over the years and hope this campaign will inspire other."

And executive Rodney Williams tells AllHipHop.com Nas is the perfect man for the job, adding, "Our 'never stop, never settle' mantra communicates a value at the core of who we are as a brand and resonates with our consumers: pursuing one's potential comes from an inner drive (to) continuously grow, continuously improve and seek greater levels of mastery. Nas is not only a master in music, but is blazing new trails in film and philanthropy, among other passions."