Hip-hop legends continue to leverage their brands in order to take the game to levels previously unthinkable. Just this week, rap impresario Jay-Z stood proudly with five other white businessmen to break ground at the Barclay Center, the New Jersey Nets arena in Brooklyn, N.Y.
And today, the man who helped popularize the same West Coast gangsta rap that got him scorned nationwide is now part of a $40 million deal to help promote the new Hewlett-Packard laptops. A former gangsta rapper?! This would’ve been unfathomable, even laughable, 20 years ago.
Dr. Dre, the man who helped revolutionize modern music and brought us Snoop Dogg, Eminem and, indirectly, 50 Cent, has been pegged by Hewlett-Packard to be part of its advertising campaign. The two-month campaign is titled “Let’s Be Amazing.” It will feature the former member of the iconic NWA and Death Row Records and current CEO of Aftermath educating the public about the vast benefits of owning an HP Beats computing system.
“The laptop is the new stereo for a lot of people, and that’s why we’re putting out this computer with incredible sound,” Dre is seen saying about his new PC notebook.
And Dre won’t be alone. Comedian Rhys Darby and esteemed photographer Annie Leibovitz will also be featured during the 8-week run.
HP executives said the commercials will help it attain some “personality and distinction” that is part of its attempt to redefine itself in the marketplace. –terry shropshire
