Branding In Hip-Hop

Kanye West – Theraflu (Rap Genius)

Don’t talk to me ‘bout style, nigga, I’ll muhfucking embarrass you/ Talking ‘bout clothes? I’ll muhfucking embarrass you/ Hollerin’ ‘bout some hoes? I’ll muhfuckin’ embarrass you/ Way too cold, I promise you’ll need some Theraflu

Kanye listens to all the criticism he receives.  An animal hater (with his furs dragging to the floor). A misogynist who is often gets negative press due to the women he “supposedly dates.”  He hears it all.  On this song, Kanye is telling you all that he doesn’t care.  It doesn’t bother him.  And even if it does, he has reached a certain pinnacle where he can embarrass you in comparison.  His clothes, women and style are on a whole other lever na dhe is making sure you know that.  Threatening to embarrass you, Kanye is showing his cold attitude and lack of sympathy for your feelings.  If you cannot handle the cold delivery, then you need Theraflu to take care of your illness.  

Though Theraflu did not appreciate the product placement from Kanye, I have to admit that I am now fully aware of Theraflu’s potential to stop a cold.  If it can alleviate the pains from Kanye’s haters, then it surely can alleviate the pains of millions across the country, right?

Kendrick Lamar “The Recipe”

You want to be one, to peak on the chart/ So the peons can be gone and pee on their hearts/ She in the coupe, she in the Neon/ Cause she on the BS before we can start/ Fuck with a nigga, ride with a nigga/ Let ‘em know the priority order me Hennessey

Kendrick Lamar is a Los Angeles native.  Promoting his city in “The Recipe”, Kendrick is not surprised that the women there want to riding with the star.  Avoiding “peons”, the woman wants to be with a star and good networking means that she can achieve this with time.  Kendrick displays this aura he has on women, and understands why people will want to be around him and his team.  The main priority after all this boasting is to order Hennessy.  The Henny is all that is needed to set the mood right and live it up in the fabulous sunshine state.  

Hennessy has always been a popular brand among rappers.  Since mid-nineties when 2Pac was rapping about, Henessey is a hip-hop staple.  Not bad to be associated with a culture that oftentimes promotes celebration, good times and just enjoying yourself.  

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.