Branding In Hip-Hop
I have created this blog as a way to show the relationship between branding and hip-hop. Branding is more than just a name and logo. A brand has a culture and a background. They symbolize an idea. Rappers, using heavy metaphors, use brands as a way to creatively express their ideas and overall messages.
I've been obsessed with hip-hop since I was 6. Figured I would create something related to it while utilizing my media/advertising background. So enjoy the product placement!
*I do not own any of these images
Notorious B.I.G. “Sky’s The Limit”
A nigga never been as broke as me, I like that/ When I was young I had two pair of Lees, besides that/ The pin stripes and the gray (uh-huh)/ The one I wore on Mondays and Wednesdays/ While niggas flirt, I’m sewing tigers on my shirt, and alligators/ Ya wanna see the inside? Huh, I see ya later/ Here come the drama, “oh that’s that nigga wit the fake—” blaow!/ “Why you punch me in my face?” Stay in ya place!
The Notorious B.I.G. grew up in poverty. He never had the fancy clothing or luxuries that others had. He describes how his small collection of clothing included two pairs of Lee jeans, and some shirts that he alternated based on the day of the week. Also, while others around him were flirting with women (perhaps those that had the fancier clothing), Biggie was sewing tiger and alligator logos on polo shirts he owned. This way, he can create the deception that he owns the designer brands like Le Tigre and Lacoste clothing. These shirts are typically around the $50 range today, so I’m sure Biggie couldn’t afford many of these. However, clothing defines a person’s style. It can create a visual stimulant to others around and gives off a sense of accomplishment and flair. However, if those around you can tell if a product is authentic or not, then be prepared for much criticism. In this case, Biggie responds by punching someone in the face for calling him out for wearing fake gear.
Many popular brands are constant victims to counterfeit clothing, costing the companies massive amounts of dollars. I guess this is the price you have to pay for having a highly popular brand that will always have a huge demand among higher and lower income brackets.
Drake “Poppin Bottles”
The tag team back bitch, boom shakalaka/ Me and Weezy run this shit so bring me one soda and vodka/ And a Fiji for my nigga ‘cause the police probably watching/ Man, probation is a bitch but going back is not an option
Drake is obviously ready to party and pop bottles of vodka with his partner in crime Weezy aka Lil Wayne. Claiming that he and Weezy “run this shit” and are in control of the party, he makes sure that his requests are filled. However, he understands that Weezy is under heavy surveillance after his 2010 jail stint. His probation prohibits him from drinking anything with alcohol for three years. Drake, concerned for his tag team partner, does not want him back in jail. That is not an option. Therefore, the bottles that Lil Wayne will be poppin are Fiji Water. Fiji Water, a much higher priced water when compared to popular competitors, is generally associated with higher status and quality. The tag team of Drake and Lil Wayne, reuniting after Wayne’s time in jail, needs the best of the best. For Drake, this is soda and vodka. For Wayne, due to circumstances, this is natural artesian water. Only the top brands for the team that runs shit.
Kanye West “Gone”
Groupies say I’m too choosy/ Take ‘em to the show and talk all through the movies/ Says she want diamonds, I took her to Ruby Tuesdays/ If we up in Friday’s, I still have it my way
Kanye West explains the life of an entertainer. He is constantly surrounded by groupies that want to try their luck with a celebrity and hopefully acquire all the desires they wish. However, Kanye is very choosy in the type of women he wants. If the woman can exceed Kanye’s high expectations, they can expect to be chosen and be allowed to accompany him. However, Kanye still notices the woman’s behaviors, including talking throughout movies and requesting diamonds. Kanye obliges to her request of diamonds by taking her to Ruby Tuesdays. Not necessarily the same “jewelry” the groupie was requesting. This pun helps Kanye’s lyrics by further emphasizing the idea that he, while still being nice to the groupie by taking her to a pretty good restaurant, is too choosy. Not just anyone will get the diamonds. It is Kanye’s decision. It is his way. Whether they are at TGI Fridays, Ruby Tuesdays, or the show.
Nonetheless, congrats to Ruby Tuesdays for being selected by the very choosy Kanye.
Rev Run “Rock Box”
Calvin Klein’s no friend of mine/ Don’t want nobody’s name on my behind/ Lee on my legs, sneakers on my feet/ D by my side and Jay with the beat
Rev Run (of Run D.M.C. fame) expresses his avoidance of showing off a brand name. Declaring his independence, he clearly states that he doesn’t desire wearing Calvin Klein clothing. Not only is he uninterested in walking around with the CK brand name on him, but he has no personal reason to promote Calvin Klein and his brand. Calvin Klein is not his friend nor does he desire to be his friend, especially when he has partners like DMC and Jam Master J. If I had to guess, I would say he is ok with Lee jeans because the logo is not heavily featured on the product. Wearing a Calvin Klein vest, on the other hand, will only make Run look like those ostentatious rappers that need to show the brand names (that they don’t even own) to the world. Maybe for some companies, it is best if the brand name isn’t so visible on their products. That way they don’t alienate those who do not want to be walking advertisements.
Kanye West “All Falls Down”
Man I promise, I’m so self conscious/ That’s why you always see me with at least one of my watches/ Rollies and Pashas done drove me crazy/ I can’t even pronounce nothing, pass that ver-say-see
Lyrics from “All Falls Down” by Kanye can have multiple posts in my blog. The song references plenty of brand names, which all play a heavy role in the song’s message about materialism. Focusing on the Versace brand, Kanye is admitting that he is infected by consumerism and purchasing the best products he can. He is so focused on brand names that he even purchases them whether he can pronounce them or not. The song shows just how much power a brand name can have on a person. Pronouncing Versace wrong, he is admitting that there is a deeper meaning behind the consumption that results to him being self-conscious. If marketed correctly, a brand (such as Versace) can become a staple and necessity for a buyer. Even if you don’t know why you want it, or even how to say it, you will get the product because you know it will increase your self worth. It will also go well with the watches and sneakers.
Ice Cube “I Ain’t The 1”
And after the date, I’ma want to do the wild thing/ You want lobster huh? I’m thinking Burger King/ And when I take you, you get frustrated/ You can’t juice Ice Cube and you hate it
Ice Cube, always hilarious and vulgar, makes it clear that he is not the one. He is not the one to be taken advantage of by a gold-digging female. Hell, if we are talking about Ice Cube at the time of this recording (1987, when he was with the controversial N.W.A.), he is probably making it clear that he is not the one for any female. In these lyrics, he explains his awareness of a female trying to juice (or take advantage of) Ice Cube’s wealth. Cube is clearly after one goal, and that is for the woman to do wild things and provide sexual relations. There is absolutely no lobster involved. Luckily for the hungry woman, he can provide Burger King. Always the cheaper alternative for anybody, Burger King can satiate the woman and hopefully be enough for her. Or, if Ice Cube is correct, it will only make her more angry and frustrated. But by purchasing Burger King, Cube ironically makes it clear that she can’t “have it her way.”
Word of advice ladies… if you go on a date with Ice Cube, DO NOT try to juice him.
Young Chris “Full Effect”
The only youngin out huggin that pavement for paper/ They was shoveling pavement for neighbors/ I never made it to them 5 on 5’s/ They was playing Live, I was tryna stay live/ Tryna stay alive
Young Chris (of Young Gunz fame) explains his motivation to succeed in life. For him, dealing drugs (huggin that pavement) was the only way for him to stay alive. He refuses to be like his peers. His peers are those that shovel snow off the pavement for neighbors, play basketball (5 vs. 5/ten players on the court) or play video games. Young Chris finds these activities unproductive, including playing NBA Live. Though he doesn’t exactly criticize the brand, he chooses to live life to the fullest, stay alive, and not waste his time in his living room playing a basketball video game.
*Coincidentally, the NBA Live brand faced increased competition from the growing and highly rated NBA2K series. The Live brand eventually went on hiatus after its 2009 release and has not released a game since. EA Sports plans on exhuming it this Fall. I guess Young Chris thought well about his decisions.
Jay-Z “Get Your Mind Right Mami”
Ears get iced, gear get spiced/ From hoodrat to superstar, there’s your life/ Fuck with Hova, he can take you out of your hell/ Say bye to Reebok, say hi to Chanel
In this song, Jay-Z is telling a prospective love interest to “get her mind right” and understand why being with him would be the best decision of her life. To be with Jay-Z means to acquire the best of the best: Diamond earrings, fancy clothes, and designer shoes. Without Jay-Z, the woman will continue to live a mediocre life as a “hoodrat”, wearing footwear by Reebok which (according to Jay-Z) is synonymous to average. However, with Jay-Z, the woman will be a superstar, escape hell, and wear luxury brands like Chanel. I assume most women would love to be swept off their feet (no pun intended) and have someone to provide them the best. From Jay-Z’s perspective, the best will include Chanel.
Notorious B.I.G. “Juicy”
Super Nintendo, Sega Genesis/ When I was dead broke, man I couldn’t picture this/ 50 inch screen, money green leather sofa/ Got two rides, a limousine with a chauffeur
One of the most popular rap songs of all time, the amazing Biggie Smalls details his rags to riches story. The Super Nintendo and Sega Genesis were the must have items in the early nineties. However, the cost of a Super Nintendo (released in 1991) was $199.99 ($332.81 in 2012). The cost of the Sega Genesis (released in 1989) was $189.99 ($347.28 in 2012). This couldn’t have been cheap enough for a “dead broke” person who was the opposite of a winner and ate sardines for dinner. To finally have these two video games consoles with the 50 inch TV screen and leather sofa, Biggie not only has made it as a successful rapper but can also provide quite the entertainment in his living room. Something he couldn’t picture before the success.
