I recently read that statistics indicate that 100 million people in the United States may be influenced by hip-hop music. I was intrigued by that number as it seemed that America ignored hip-hop when it began more than 20 years ago. I know I did. My father, whom I consider to be one of the smartest men I know, felt that it was the root of all social ills at the time. The arrogance of big business was put off by it as well as it was too controversial and too violent. Probably not a good move back then considering it now generates more than $10 billion dollars per year and is definitely considered a lucrative lifestyle. Who could have forseen that the hip-hop generation would spawn not only the most influential music genre in the world right now but also a culture that inspires products from apparel to cell phones, housewares to perfumes, linens to videogames? How could we as a society have known that it would one day bridge the gap between sports, hip-hop and youth?
Reebok's Campaign. If they made something of themselves, so can you... hopefully in a pair of Reebok's.
No. 2 shoemaker Reebok, trying to get a foot up on No. 1 Nike, launched a $50 million dollar marketing blitz in 2005 and entered into long-term partnerships with hip-hop stars, entertainers and athletes that include Allen Iverson, Nelly, Andy Roddick, Jay-Z, Donovan McNabb, Yao Ming, Stevie Williams and 50 Cent to name a few. Smart move to use musicians for those consumers, ages 13 to 34, who are more into music than sports. They can relate to someone other than an athlete and still want to shell out the $80 dollars for sneakers or other apparel. Hopefully these consumers will value image and fashion more than performance.
With the heavy line of celebrity endorsements,Reebok has lent the same celebrities the voice to let youth know that they can "accomplish their dreams by being true to themselves and following their own unique path to greatness" said Reebok's Chief Marketing Officer. And that path to greatness seems to include the ability to puchase Reebok apparel among other things.
Brand marketing in the music industry is definitely not subtle. Lil' Kim's single "The Jump Off" references 14 different brands. R. Kelly mentions 5 brands in his song "Ignition Remix." Jay Z's lyrics sound a little like a grocery list of luxury items most of the time. Products like Versace, Rolex, Mercedes Benz and Nike rattled off like verbs...it's what you do, an action. By the way, I do not know anyone who has ever tasted Cristal champagne but you hear it in so many songs you think it was as necessary to life as water is. But not everyone in the industry has sung of the virtues of brand marketing. As Run DMC said on their song Rock Box, "Calvin Klein's no friend of mine, Don't want nobody on my behind". Way too late for that. You are what you wear and drive and that has always been the case.
Sean " P. Diddy" Combs...an effective product pusher.
Not that aligning with rappers doesn't present problems. Just ask Reebok. They had to pull an ad with 50 Cent because there were many complaints (over 50) that it glamorized guns backed up by the number of rappers or their bodyguards who have been shot and killed. And then there is that pesky detail of the lyrics. Some of the music degrades woman, promotes drug use, cop killing, poverty, sex, abuse and death. But hey, what's wrong with using any brand that invites today's youth to join in and be a part of a lucrative lifestyle? That being said, what they are being invited to is what concerns me.
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