Branding In Hip-Hop

Jay-Z - What More Can I Say

Young, Hova the God, nigga. Blasphemy/ I’m at the Trump International: ask for me/ I ain’t never scared. I’m everywhere, you ain’t never there

Jay-Z, ready to declare his “retirement”, asks everyone “What More Can I Say.”  After multiple platinum albums, having a minority stake in the now Brooklyn Nets, and impacting rap and pop culture like no other, he really has nothing else to say to prove his worth to people.  Pound for pound he is the best.  And if anyone disagrees, they can definitely come to Jay-Z and ask for him.  However, they will need to go visit him at the Trump International.  The Trump International is not an ordinary hotel.  It’s where the big dogs roll.  Just visiting him at the Trump is not enough to know that he has done it all.  He is the God MC and blasphemous for his brash delivery.  But if there are still critics, all they need to realize is that he is everywhere that they have never been. 

Puff Daddy – It’s All About The Benjamins

Ain’t nobody’s hero, but I want to be heard/ On your Hot 9-7 everyday, that’s my word

1997 was quite a memorable year for hip-hop.  The world lost The Notorious B.I.G., MTV was in love with hip-hop (and Hype Williams) and Puff Daddy and his family had hip-hop by the balls.  Bad Boy records was everywhere that year.  In “It’s All About the Benjamins”, Puff is letting it known that he wants to be the man that has all the Benjamins (hundred dollar bills).  He also lets it known that he is not trying to be a hero, because again it’s ALL about the Benjamins.  But, he does want to be the guy on Hot 97 every day.  Hot 97 is the premier and iconic radio station in New York.  For decades, the station has introduced he world to some of the greatest artists.  Getting airplay on Hot 97 essentially means that you are a success and you made it.  So for Puff, getting played on Hot 97 every day will most likely lead to him getting more Benjamins.  

Even with rivalries with other DJS and stations, Hot 97 has continued to maintain their dominance in hip-hop as the radio station to be a part of.  With the annual Summer Jam Festival (an iconic hip-hop festival) and legendary “Flex bombs”, Hot 97 is a very important part of hip-hop culture.  If your song is on the station or you get to have an interview, you will be one step closer to getting those Benjamins.  

Busta Rhymes – Why We Die

I must be cuckoo, like I respect the new-you, never/ See you too could get it through your FUBU sweater/ like a nigga when he walk in the dark, trespassing/ on a nigga land, shots echo loud in the park

FUBU, and other hip-hop influenced designer brands, were gaining much popularity during the nineties.  In 1999 (when this song was released) clothing lines sucj as RocaWare and Sean John were born, which to this day continue to make millions in revenue.  FUBU (which stand for “For Us By Us”) was a highly popular brand that represented the rawness and ostentatious culture that hip-hop was.  When used in these lyrics, Busta Rhymes is saying how nobody is different when walking in a dark alley.  No matter what brand you are wearing, some neighborhoods don’t care about the status.  In fact, they could even be envious.  Regardless, do not trespass in a neighborhood you don’t belong in.  Nothing will keep you safe.

Common - Gold

Lyrical gymnast, you set the bar low/ This is the Kilimanjaro, like Twitter you can follow

Common has been rapping since the early nineties.  With multiple albums, movies and TV shows, he has had quite a bit of accomplishments in his two decades of entertainment.  Many consider him one of the best rappers in hip-hop and a great influence on positive rap.  Overall, he has set the bar very high for what it means to be a hip-hop artist.  Longevity and classic albums makes him a lyrical gymnast and someone who can hop over other rapper’s bars.  Thus the rappers have set the bar too low, for which Common can easily surpass.  Common’s bar is so high, it is like Mt. Kilimanjaro, the dormant but powerful volcano and the highest mountain in Africa.  So if you want to succeed, you should follow him the same way you follow interesting people on Twitter.  

Twitter is transforming the word “follow” like no one ever has before.  You see the follow button on many websites and blogs (including Branding In Hip-Hop).  Overall, just like Twitter, people will follow you if you have something interesting to bring to the conversation.  In this case, Common, the lyrical gymnast, is someone you should definitely follow.  

Chief Keef – I Don’t Like (Remix) (Rap Genius Lyrics)

Fake Gucci, that’s that shit I don’t like/ Smokin’ on this dope, higher than a kite/ This bitch gonna love me now, she gon’ let me pipe/ Screaming Sosa, that’s that nigga that I like

The song title speaks for itself.  Kanye, Pusha, Big Sean, Jada and new 16 year old Chicago rapper Chief Keef are telling you what they don’t like.  Genius song in my opinion, considering everyone can relate to that “slogan.”  One of the things Chief Keef doesn’t like is fake, counterfeit Gucci.  If someone is wearing fake luxury brands and someone else notices, it shows that the person wearing the fake stuff is trying too hard to show status.  And if that person has the audacity to wear and flaunt fake gear, then perhaps they also have the audacity to claim they are something they are not.  In all honesty though, that is that shit that I don’t like either.  But Chief Keef does make sure you know what he does like and that is dope, bitches and screaming sosa (his nickname)

Fake counterfeit clothing has always been a huge issue for brands and companies. It costs millions to the companies and results in large, hefty fines for the vendors.  If it is a luxury product that is replicated and not authentic, it hurts the image and background behind the clothes.  If you can’t afford it, don’t wear it.  Because again, that is that shit that I (and Chief Keef) DON’T LIKE!

Childish Gambino - Bonfire

Move white girls like there’s coke up my asscrack/ Move black girls cause, man, fuck it, I’ll do either/ I love pussy, I love bitches, dude, I should be runnin’ PETA

Childish Gambino is very proud of his open-mindedness when it comes to the women he likes.  It doesn’t matter what color they are.  Open about his Asian girlfriend, he also shares that he loves white women and black women.  And when his music plays, all these women start to move and dance to this rhythmic tunes.  White girls move like there is coke that needs to be stashed up the “you know what”, hence why many times “white girl” also means one that moves cocaine.  And black girls also move to his songs too because, again it doesn’t matter the race.  They will all love his music the way he loves the women.  He loves pussy and bitches, the same way PETA loves “pussy” cats and female dogs aka “bitches.”  It only makes sense that he works for them. 

PETA does a very good job in bringing animal issues on notice.  Hearing PETA is involved usually means that animals should be safe.  I’m sure they love the fact that Childish Gambino is supporting their cause.  The name drop in Bonfire is quite positive, unlike other rappers that wish us to tell PETA “furs are dragging on the floor.”

A$AP Rocky - Goldie

Cristal go by the cases, wait hold up that was racist/ I would prefer the Aces, ain’t no different when you taste it/ A 40 ounce to chase it, that’s just an understatement

Frederic Rouzaud, Louis Roederer managing director, publicly decried the relationship between hip-hop music and Cristal.  Considering rappers were one major factor in the huge sales and popularity of the champagne, it was definitely a huge insult and blow when he stated this.  Maybe he isn’t a racist, but it is hard ot really understand why they wouldn’t want the hip-hop relationship to continue.  Even if you don’t like rap music, you still want business right?  Anyways, A$ap Rocky mentions that he drinks Cristal but does prefer the Ace of Spades, made popular by Jay-Z, a strong critic of Rouzaud and his comments.  A$ap admits that it has nothing to do with the taste, but rather the “racist” comments made by Rouzaud as the reason he purchases Aces.  So there is one sale lost because of comments made 6 years ago.  However, regardless of what he buys, the classic 40 oz. will always be at hand to chase down any beverage.  Classy A$ap.

Maybe Rouzaud may not think anything of it, but his comments in 2006 were classic PR mishaps.  DON’T criticize a huge market base just because you don’t agree with their music or culture or whatever (unless it is seriously out of touch with your image, which in this case it wasn’t).  Have some cultural understanding and appreciation of your different customers and be open to many different markets you can attract.  Otherwise, you will lose customers like Jay-Z and A$ap Rocky, as well as the fans that listen and idolize them. 

Jay-Z - Pray

Treat shame with shamelessness/ Aim stainless at anuses/ You know what game this is?/ Move coke like Pepsi, don’t matter what the brand name is

Jay-Z provided (in my opinion) one of the greatest movie “soundtracks” ever with “American Gangster.”  As a tie in to the Denzel Washington movie of the same name, Jay-Z details the life and sins of a successful drug dealer.  It is hard to say whether drug dealers deal with inner demons or understand the harm they are causing to citizens.  in the lyrics above, Jay gives an idea on how drug dealers can cope with the conflicting dilemmas they face.  Esentially, treat shame with shamelessness.  Don’t worry about being ashamed.  Just continue to do your job, point your stainless handgun literally at other anuses if you are dealing with an issue, and, most importantly, move your product.  Whether it is pure or less potent than your competitor’s drug, still move it.  Because whether it is “Coke” or Pepsi, you need to sell the product and a lot of it.  Brand name doesn’t matter.

If only all companies could say that brand names don’t matter. Unfortunately they usually do in non-drug dealing occupations.  Hell they even do for many drug dealers, especially Frank Lucas (as seen in his famous brand and marketing lesson to Nicky Barnes).  Still, you gotta respect Jay-Z’s infamous tacit business expertise and selling products no matter what.  After all, he is a hustler that can sell “water to a well.”

2Pac - Better Dayz

Tryin to keep my head up and stay strong/ All my homies slangin yeyo all day long, but they wrong/ So I’m solo and so broke/ Savin up for some Jordan’s, cause they dope

2Pac, legendary rapper that has recently been all over the news, has had his share of struggles.  If you listen to his music, you will understand the many pains and conflicts he dealt with in his life.  Family issues, neighborhood violence and constant struggle with right/wrong made 2Pac quite a prolific artist.  Even with all this, he continued to try to keep his head strong and be resilient, even though many of his peers have resorted to selling cocaine/crack (yayo).  2Pac knows this is wrong, but in a world where there isn’t much opportunity, you need to make money somehow.  2Pac is alone and broke and understands this.  In order to enjoy the pleasures of life, including Air Jordans, sometimes you need to do certain things to achieve it.  

Air Jordans continue to be a massively popular product for urban youth, often generating much controversy when released in stores.  Still, any product that is a must have for people shouldn’t have any problem making profit.  It does make me wonder if the company is aware that some people will do ANYTHING for their products, and whether this is always a good thing…

Jadakiss “24 Hours To Live”

If I had 24 hours to kick the bucket? Fuck it/ I’d probably eat some fried chicken and drink a nantucket/ then go get a job from Branson/ and make sure I leave my mother the money to take care of grandson

Jadakiss hypothetically describes what he would do if he had 24 hours left on Earth.  Most people would probably want to do things they never were able, or were too afraid to do.  Skydive, drink expensive liquor, tell someone you love them?  Who knows.  Jadakiss, however, has a more humble approach to this fate.  He would not care as much about it and just do things that he normally would.  That includes eat fried chicken and drink Nantucket Nectar beverages.  Nantuckets are pretty cheap drinks found on many corner and convenience stores (also packed with a lot of refined sugar).  For Jadakiss this is enough.  It shows that he will do what satisfies him, which is eat and drink something he probably has always been interested in.  His main priorities are getting a jar of weed from Branson (a man who is widely credited for starting the wine and liquor craze in hip-hop culture and supposed marijuana connection for Biggie Smalls), and also making sure his son is going to be taken care of by his mother.  

Nantuckets are beverages that are easily affordable and quenches many thirsts.  For Jadakiss, this is enough and a reminder that, even with only a day left, it is ok to continue to do the same things that made you happy in life.