I Don’t Buy It

From this perspective, underground hip hop now seems even further below mainstream Hip Hop than it did before! This is why I’d argue that the only real distinction between mainstream and underground Hip Hop is in the mind of the listener. After all, rap music is art, and therefore subject to interpretation by those that encounter it. The American way of life is predicated upon capitalism (indeed I’m writing this article for a check) and as a result much of our mindset is based on consumerism.

We perceive a tremendous difference between 50 Cent and Mos Def (despite their striking similarities) because one is more prone to consumerism than the other. Some Hip Hop music is more easily packaged and sold because it resonates with the American ethos of the almighty dollar. Some, not so much. To the degree that it fits that bill, we call it mainstream. That is the only difference: not quality, not message, and not profundity; but perception. Get Your Mind Right: It is mainstream if it can be commercialized (and it all is being commercialized). Period.

The brilliant artist and thinker Andy Warhol once said: “Why do people think artists are special? It's just another job.”

As far as Hip Hop goes, I’d have to agree.

Endorsement Deals

If Hip Hop was born in the late 1970s, then it hit the block selling when it was only seven years old. In 1986, rap icons Run-DMC (guided by the Geppetto of Hip Hop himself, Russell Simmons) made “My Adidas” a song about, well Adidas. The brand actually was the natural sneaker choice of the group, and the song quickly became a hit. Legend has it that during a tour stop on their Raising Hell Tour in Madison Square Garden, (Rev) Run cut the music and commanded everyone to take off a shoe and put it in the air.
Question: Why would anyone do that? Answer: Because Adidas reps were in the building (invited by Simmons), and Russell wanted them to literally see how powerful product-placement in rap songs could be. A sold-out arena obliged, raising thousands of brand-new shell-toes into the air; raising with them the awareness in corporate circles that Hip Hop had tremendous unbridled marketing potential. According to The Village Voice, Run-D.M.C. received $1.5 million dollars to endorse Adidas.

That was a little over two decades ago. In that time rappers have gone from relatively subtle mentions of products in their songs to blatant harping on them. And, like the true ballers in the NBA and NFL, they are cashing in. Here are some notable examples:

-In 2002 Reebok signed Jay-Z to design and endorse his own signature shoe. The launch of the "S. Carter Collection" in June 2003 was telling: The shoes sold completely out in three days.

-In 2003, on the heels of his mega-hit “Air-Force One’s” Nike and Nelly agreed on a one-year endorsement deal to release a limited-edition sneaker called the "Air Derrty." Nelly would later go on to sign another endorsement deal with Reebok.

-In 2004, Bad Boy & Sean John CEO Diddy did an endorsement deal with Guthy-Renker, makers of Proactiv Solution. In 2007, he inked a multi-year deal to develop Ciroc vodka.

-In 2005 rap star Xzibit signed an endorsement deal with athletic footwear manufacturer Dada to produce shoes. The line was named "Pimp Your Kicks," alluding to Xzibit's role as host of the MTV show Pimp My Ride.

-In March 2006 Lil Wayne, Lupe Fiasco, Mike Jones and Daddy Yankee made their debuts as the new faces of Reebok. The artists signed deals with the company and appeared in Reebok ads. They also introduced co-branded footwear and, in some cases, apparel lines.

-Just last year Pharrell Williams of the Neptunes was signed by Pepsi to design a custom Pepsi can as part of the company’s “Design Our Can” promo-campaign.

- In 2006 Jay-Z signed on with Anheuser-Busch as an official rep for Budweiser Select. (Ironically, Jay’s first commercial ever was for Heineken in 2003 after the release of the Blueprint 2.1.)

Commercials

One of the more interesting aspects of American life is the fact that we actually like watching commercials. Television commercials are, of course, the reason why network television shows exist. On some level though, one has to respect the pure marketing genius that creates the illusion that you are watching Law & Order: SVU with commercial interruptions; as opposed to watching commercials interrupted by detectives Benson and Stabler.

Hip Hop has certainly made its mark on television commercials; here are a couple of my personal favorites, in no particular order.

Boost Mobile ad, starring Kanye, Ludacris, and The Game (2006)
Kanye, Luda, and Game kick verses to each other over their Boost Mobile phones. Game is in L.A., Luda is in the A and Kanye is in the Chi; but the result is a pretty decent soundtrack. In fact, it’s better than most of the stuff I hear on the radio these days. Brilliant.

Pepsi gas station ad, starring Beyonce (2003)
This one shows Beyonce walking up to a gas station attendant to ask for directions. As the guy looks up at her with her hair flowing all around her he's unable to do more than squeak in response; which she of course understands perfectly. After all she is Beyonce.

Diet Pepsi Max's "Nod" commercial starring Missy Elliott, LL Cool J, Busta Rhymes and Macy Gray (2008)
An extended parody of the Night at the Roxbury head-nod phenomenon, in which the whole world goes from nodding-off with boredom to nodding in rhythm, thanks to Diet Pepsi Max. Definitely some over-acting in this one, but still a winner. Continued on page 3 »