From Nelly’s “Airforce Ones” to Kanye West’s “Louis Vuitton “ references, more rappers are trying to snag endorsement deals after freely promoting a product, blurring the line between artistic expression and marketing strategy when it comes to their music. The problem with this phenomenon is that some artists are so consumed with painting the illusion of living the extravagant lifestyle, that they foolishly overlook the importance of signing an endorsement deal before boosting sales for a company that could care less. Additionally, trying to collect payment for purposely using the names of products in music is not a business move, but pure ignorance.
In 2007, Rapper T.I. tried to bully Chevy into giving him an endorsement deal after he repeatedly referenced the Chevy Impala in his hit songs. Reportedly, Chevy spokesmen agreed to meet with the “King of the South,” but no deal was ever made. Why hasn’t hip-hop learned from Jay-Z’s and P. Diddy’s “Cristal” blunder? There are a few artists who have “lucked up” and gotten the attention of major companies, who “graciously” agree to pay. Kanye West was recently offered a deal with Louis Vuitton to design his own line of high-end sneakers, and Bentley also sealed the deal with P.Diddy, but there is always a risk with name-dropping with no legal binding agreement. The bottom line is this- companies don’t owe these fools anything! What is even more annoying is that the authenticity of hip-hop music is being challenged as product placement and commercialization is at the forefront.
It makes you wonder, is Ciara’s reference to the “energizer bunny” an attempt to snag a deal, or Fergie’s “Taco Bell” references in “Glamorous” done on purpose? With hip-hop being the second most popular music genre in America, it is time to wise up. Beyonce’ is quick to put her own line of clothing, “House of Dereon” on blast in her music and others should take notes. As top companies “sell out” on merchandise, hip-hop is just “selling out.”
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