Story by DeWayne Rogers
Images courtesy of Steed Media Service
“I tell you the difference between me and them. They tryin’ to get they ones, I’m tryin’ to get them M’s. One million, two million, three million, four [million]. In just five years, forty million more – you are now lookin’ at the forty million [dollar] boy. I’m rapin’ Def Jam ‘til I’m the hundred million man”
–Jay-Z “U Don’t Know,” circa 2001
With that officious and exceedingly pointed tongue-lashing, rapper/media-mogul Shawn “Jay-Z” Carter launched a potent salvo in hip-hop’s ongoing attempt at a hostile takeover of corporate America’s coffers. If there were any remaining questions regarding the recently adopted strategy of Carter and his counterparts, his in-your-face lyrics effectively quelled them.
Hip-hop has officially infiltrated the corporate matrix, a concept once considered infathomable when the 1979 release of Rapper’s Delight signaled the birth of a new culture. But now, some 30 years later, the flood gates have been more than merely opened for the cream of hip-hop’s crop to become major players on the corporate landscape — they have been obliterated. Forbes magazine even noted that “visionaries foresee hip-hop-inspired housewares, furniture, linens, food, writing instruments … publicly traded hip-hop companies and even a hip-hop entrepreneur rivaling Ralph Lauren or Oprah Winfrey on our list of the World’s Richest People.”
So what prompted the change? It all boils down to sheer numbers. Hip-hop is no longer the “new kid on the block,” and the trillion-dollar spending power of its 45 million consumers (according to research by the SLMG group), has been more than enough to make Fortune 500 companies take note. The leverage hip-hop possesses has reached such stratospheric heights that the coveted endorsement deals that once were the exclusive domain of premier athletes and A-list movie stars are now being earmarked for hip-hop’s elite.
The abandonment of corporate America’s unwritten policy to lock out hip-hop has certainly heightened the mainstream’s awareness of the culture, and lined the pockets of a number of artists in the process. In taking a closer look at recent transactions popping up on national business newswires, it should be noted that megawattage stars such as Jay-Z, Mary J. Blige, Diddy, and others have been quietly building an impressive cache of corporate collateral. So much so, that rolling out released its first annual “Hip-Hop Royal Family” list, which highlights those artists who have scored big with corporate America.
The Hip-Hop Royal Family
The King
Shawn “Jay-Z” Carter
Corporate Profile – The race for corporate king was not even close. Jay-Z continues to lap the field. He has already solidified his reputation as one of the greatest rappers of all time, and now the Brooklyn native is positioned to become his generation’s most savvy businessman as well. Corporate America has acknowledged Carter’s appeal by lavishing him with blue-chip endorsement deals, which include Budweiser, Hewlett-Packard and General Motors. All told, Jay-Z has garnered corporate riches fit for a king, earning himself the top spot on Forbes’ first-ever list of hip-hop Cash Kings, released in August 2007.
The Queen
Mary J. Blige
Corporate Profile – Mary J. Blige has managed to firmly hold her position as the undisputed queen of hip-hop soul for the past 16 years. Such platinum staying power is certainly looked upon favorably within corporate circles, and has translated into Blige landing impressive endorsement deals with Pepsi, Dark & Lovely, the MAC Viva Glare cosmetic line, GAP, Reebok, Target, Chevrolet, the Jordan Brand and Apple.
The Princes
The Prince
Curtis “50 Cent” Jackson
Corporate Profile – Rapper 50 Cent made it known from the beginning of his career that he wasn’t just a music peddler, but an extremely savvy businessman as well. The G-Unit label founder has his hands in apparel, ringtones, video games, and even books. But what may go down as his smartest move to date, was his decision to not only serve as the face of Vitamin Water, but to also accept a stake in the company as payment. Of course, Coca-Cola would go on to buy the company from Glaceau, and what did 50 get in return? A cool $100-million -dollar payday. Not bad for a former crack dealer from Queens.
The Prince
Sean “Diddy” Combs
Corporate Profile – People the world over are intimately familiar with Sean “Diddy” Combs and his Bad Boy brand. Diddy’s success, in stark contrast to that of his counterparts, can be attributed to his penchant for creating his own signature products. From his Sean John clothing line to his Unforgivable fragrances, which are licensed to Estée Lauder, Diddy does indeed run the city. Most recently, the mogul landed an impressive deal with Diageo’s super-premium vodka brand Ciroc, where he receives a 50 percent share of the profits.
The Band Of Misfits
Of course, one can only go so far with corporate America. Like some women, corporate America secretly prefers their leading men to be a little rough around the edges. And just like those women, there are limits to what those Fortune 500 companies will allow their bad boys to get away with. Below are three hip-hop heavyweights who were stripped of their lucrative endorsement deals, thanks in large part to a perceived crossing of that line.
T.I.
Once the darling of General Motors, rapper Clifford “T.I.” Harris changed all of that in a flash when he became engulfed in a firestorm of controversy. (Federal felony gun possession charges can usually do that.) The Atlanta native has since struck a sweet plea deal to avoid a lengthy prison sentence. But the damage was done, and GM has washed their hands of the relationship.
ro-nalysis: In a classic case of “When keeping it real goes wrong,” T.I. has forever tarnished his corporate marketability. Hollywood may continue to call, as his heightened criminal profile only adds to his “allure,’ but the suits in corporate will undoubtedly pass on the potential headache.
Ludacris
Chris “Ludacris” Bridges famously lost his Pepsi endorsement deal following an all-out assault launched by Fox News commentator Bill O’Reilly, who took offense to the rapper’s ‘controversial’ lyrics. Though outrage was rampant throughout the black community, Pepsi stood firm with their decision and essentially told Ludacris to, “Move b*tch, get out the way.”
ro-nalysis: Although the dismissal by Pepsi was widely criticized by hip-hop heads, the corporate profile of Ludacris still took a severe hit in the aftermath. The talented rapper has since bounced back with impressive turns in Crash, and “Law and Order: SVU,” as well as Release Therapy, widely hailed as his most “corporate-friendly” album to date. Greater branding opportunities appear to be on the horizon for the rapper.
Akon
While it’s cool in some circles to play the role of oversexed rock star, it can certainly create sticky situations, as was discovered by chart-topping artist Akon. After a tape surfaced depicting Akon performing a simulated sex act onstage with an underage girl during an April 12, 2007, concert in Trinidad, W.I., the unabashed artist was stripped of his rich deal with Verizon Wireless.
ro-nalysis: While many dismiss the incident as a mistake by venue operators for illegally admitting underage youth, Akon may find recent revelations to ultimately be his corporate undoing. The investigative Web site, The Smoking Gun, published a stunning report which directly contradicted the singer/rapper’s widely recounted street narrative of a seedy criminal past on which he built his musical empire. Corporations tend to pour money into artist who the general public deems as “real” … which may now prove to be nearly impossible with Akon.
