Hip-hop artists have always used branding as a vehicle to promote their lifestyles. Since Run DMC’s affection for Adidas in the mid-’80s, major corporations have made millions from product placement in rap music. But while some artists such as Diddy, Dr. Dre and Jay-Z have found ways to profitably promote their own products, other artists continue to brand products without compensation.
In the past five years, artists such as Drake and Trey Songz have popularized Moscato d’Asti and made it a wine of choice for many in the hip-hop generation. However, some wine connoisseurs are appalled by the misuse of Moscato in hip-hop.
In a recent article written by Gil Kulers of the AJC, Kulers expresses his disdain for the way hip-hop artists such as Drake and Trey Songz promote Moscato. He highlights Trey Songz lyrics on the song “I Invented Sex.”
“Lobster and shrimp and a glass of moscato,” Trey Songz sings.
Kulers counters Trey Songz by writing, “dessert wines offer a delectable complement to a dinner’s final act. They allow diners to revel in yet another scintillating aspect of taste in a multicourse dining event. A dessert wine spaces out the dessert course and prevents guests from wolfishly devouring a dinner’s sweet finale. Moscato does not go with lobster and shrimp and ranks among the last choices for a celebratory drink.”
Several years ago, Jay-Z decided to stop drinking and promoting Cristal champagne after the company made racist comments about hip-hop artists promoting the drink. His involvement would not have occurred had Jay-Z done research on the company and it’s historical views and practices.
It’s important that artists realize their branding power and only promote companies that are willing to compensate them for the exposure. It’s also important for them to understand the philosophy behind the products that they are promoting. –amir shaw
