Eli Roth is doubling down on horror — and this time, he’s bringing hip-hop royalty with him.

Fresh off his collaboration with Snoop Dogg on Don’t Go in That House, Bitch!, Roth is now teaming up with Nas in a major new partnership that could reshape the genre’s cultural edge.

According to Deadline, Roth’s studio, The Horror Section, has entered a strategic alliance with Mass Appeal — the media company founded by Nas. The deal includes an investment from Mass Appeal and sets the stage for both sides to co-develop film and television projects moving forward.

The first project out of the gate? Ice Cream Man — a twisted horror story that already sounds like nightmare fuel.

Nas and Mass Appeal CEO Peter Bittenbender have signed on as executive producers, marking the official start of the collaboration.

Roth described the partnership as a natural fit, citing a shared passion for horror and storytelling, while Nas made it clear this is about pushing boundaries — not just making movies.

Ice Cream Man centers on a seemingly perfect summer town that spirals into chaos when a mysterious ice cream man begins serving treats with terrifying consequences. What starts as innocent quickly turns sinister, turning childhood nostalgia into something far darker.

The film features a stacked cast including Ari Millen (Orphan Black), Benjamin Byron Davis (Red Dead Redemption), Karen Cliche (Thanksgiving), along with Dylan Hawco, Sarah Abbott, Shiloh O’Reilly, Kiori Mirza Waldman, Charlie Zeltzer (The Handmaid’s Tale), Charlie Storey — and Roth himself.

With a release slated for later this year, Ice Cream Man is shaping up to be more than just another horror flick — it’s the first taste of a larger vision blending music, culture, and horror into something unpredictable.

And if this partnership delivers… this could be the beginning of a whole new wave in horror.