Ty Dolla $ign has been named a brand ambassador for Le Bon Argent Champagne, officially joining the ranks of artists who do more than pop bottles—they put their name on the label. The partnership was toasted (literally) last weekend at a private launch event in the Palm Springs area, just in time for Coachella’s first wave. The party featured celebrity guests, an early pour of the new bubbly, and of course, a live set from Ty himself—who will be back on the Coachella stage again this weekend.
Le Bon Argent—French for “the good money,” because subtlety is overrated—is positioning itself as both a luxury label and a cultural flex, with Southern Glazer’s handling exclusive distribution. It’s already hitting select retailers, bars, restaurants, and nightclubs, with expansion underway.
For Ty Dolla $ign, this isn’t just about vibes—it’s about vertical integration. He’s already a frequent fixture in nightlife and festival scenes, so stepping into the champagne lane feels less like a side hustle and more like product placement in 4D. He’s the lifestyle, the soundtrack, and now, the beverage.
It also reflects a broader playbook we’ve seen from artists who understand brand equity goes way beyond music sales. From Diddy’s Cîroc era to Jay-Z’s Armand de Brignac (which he sold 50% of to LVMH), the champagne business has become a quietly explosive space for musicians looking to turn cultural cachet into shelf presence.
And with Ty’s profile rising again thanks to a new album and high-profile appearances, this partnership pops at just the right time. After all, why just drink to success when you can distribute it?