Branding In Hip-Hop

Nas - Usual Suspects

I used to stand on rooftops, with 2 Glocks/ Figuring, how do I turn my Timbalands to Crocs?

No no.  Nas ain’t talking about these.  He is talking about Crocodile shoes that usually equates to success and style.  Nas spent his earlier days in good old Queens, where he would wear his work boots by Timbaland and be involved with criminal activities.  Nas was smart enough to realize that this wasn’t the future he wanted.  So he uses symbolism, like he is usually does, to show what he doesn’t want (a gritty life where he is wearing Timbaland boots on rooftops) and what he envisions for himself (wearing Crocodile shoes and living the lavish life).  

Nas - You Wouldn’t Understand

Speaking for my real niggas, only OGs/ Certified who kill niggas when put in that seat/ But tonight we on chill, nigga/ chill mode, spill more Spades/ listen to Jeezy and Hov, some Rozay

Nas is a rapper that has gone through many transitions and events in his career.  For example, there was that infamous moment with Jay-Z, where rap fans had to side with one or the other.  And there is no denying that the battle with Jay-Z was one standout highlight in Nas’s career.  But times have changed and artists grow.  Jay-Z and Nas are two of the most brilliant artists in hip-hop and their impact will forever be remembered.  So forget about rivalries and feuds and celebrate the good life with Ace of Spades, the liquor that Jay-Z (rival turned friend) owns and promotes.  

Ether is cool.  It gets people talking and it generates a lot of conversation.  But at the end of the day, let’s avoid ether.  Instead, get bent with Ace of Spades, put aside differences and listen to some Young Jeezy, Rick Ross and Jay-Z.

Nas - Ghetto Dreams

She can join me, red carpet at my next non-profit/ Event having sponsored by some alcohol product/ Jumping out a Bentley with some fresh red bottoms/ You live your dream with me when you was just in the projects

Everyone has a dream.  If you don’t, think of one!  Without dreams, aspirations and motivations are half of what they potentially can be.  Nas is sharing with you his “ghetto dreams.”  Whether they are ghetto, childish, surreal, or delusion, everyone needs to dream.  Nas is sharing his dream of having a great women by his side from the projects that can also hold him down at fancy award shows and events.  Thus, Nas is sharing his dream that will also satisfy and fulfill the dreams of the women he  is with.  Once Nas is living his dream, the girl can live hers as well by going to these award shows and getting out of a Bentley with Christian Louboutins on.  Famously referred to as “Red Bottoms”, the designer luxury shoes are pretty popular footwear for celebrities or rich people.  Once the women hops out the car with the red bottoms on, she will know that she is living the dream and has escaped the projects, the origins of her “Ghetto Dreams.”

Another example of Nas describing a product without actually mentioning the name.  All is takes is the description and you already should know what it is.  So fellas, if you see a gal with high heels on with a red colored bottom, know that this women is probably living large or with someone who is.  It’s all a part of the dream.

Nas “The Don”

I fell in love with the poetry I mastered that/ Cuttin school with Preme team at phat cat was at/ Future not crystal clear yet, Baccarat/ Now im the one that’s reppin Queens way beyond your wildest dreams/ Bottles on bottles with sparklers surround my team/ That long cash get the baddest bitches out they jeans/ 20 years in this game looking 17 

Nas describes his passion for hip-hop music and the drive he had to become a master in it and turn it into a career.  Back when he was a student, he would cut class and hang out with the local drug team in Queens (Supreme is a famous drug kingpin with relationships to different Queens rappers including Ja Rule and 50 Cent).  Nas, hanging out with the wrong crowd, is confused about his future.  It isn’t really clear what his future will be, contrary to a Baccarat crystal. The reference reinforces the image of an unclear future, especially in teenage years.  Even with a dream and a passion, there are so many barriers in life, especially living in a city full of drug dealers.  However, in 2012, Nas’s future is crystal clear.  He is a successul artist, one of the most respected rappers of all time, and the guy who is still representing his hometown way beyond anyone’s wildest dreams.   These dreams include bottle with sparklers with his entourage and beautiful women that are quick to sleep with the man who has been living his crystal clear path for 20 years.  To top it all off, Nas boasts about his energy and youthful presentation, regardless of how long his career has been.

Baccarat Crystals are definitely clear and luxurious.  Sounds like a brand that Nas would support, considering his life parallels the same products Baccarat produces.  

Nas “Let There Be Light”

The son of the audio cassette era, tech wearer/ Bullets and begets, Binzbo’s speaker terror/ Until man I get mine till I’m dead, so I can drive something red/ Like that horse standing on it’s hind legs

Nas begins his lyric by explaining his past.  Coming from a past of violence and gunfire (tech = TEC-9 gun), Nas is determined to get something better.  A better life.  He will achieve this better life even if it kills him.  He will know he is successful once he drives that red car with the horse logo.  The description is obviously about a Ferrari.  I love these lyrics because it doesn’t even explicitly mention Ferarri.  He provides the description of it, and that alone is enough to think about the legendary car (if only all brands could have that luxury).  And Nas is equating the Ferrari brand as symbol of resiliency and successfully achieving his goals.