Hip-hop economy: from New York to Nepal, hip-hop has become America's leading cultural export. Across the globe, it's changing how businesses are marketing their products - Special Report Part 1 of a Series - Company Profile

Black Enterprise, May, 2002 by Alan Hughes

As for Roc-A-Fella, the entity will continue to follow its tried-and-true formula: using one high-profile vehicle to market another. In fact, the company's latest film, State Property, features acting performances and music from rappers Jay-Z and Cam'ron, and, of course, the characters will wear Roc-A-Wear outfits. The movie cost $600,000 to make--an investment Dash, who also appears in the film, expects to recoup a few weeks after it completes its national release and hits video stores. "With films, as long as you make triple what it cost, you come out ahead," says Dash, citing a formula that is both a strength and limitation for black filmmaking: small budget, huge profits.

Roc-A-Fella is branching out with its product placement efforts as well. For example, viewers of the popular cable television show Soul Food can find some of the cast members wearing Roc-A-Wear apparel. So as the Hip-Hop Economy continues to grow and the culture makes its mark throughout many industries, Dash, Jay-Z & Co. plan on their company setting new trends and defining how the business mainstream markets its products.

Madison Avenue Takes On The Streets: Hits & Disses

HITS

Nike's "Freestyle." This TV spot was hip-hop's answer to the off-Broadway show Stomp. An artistic display of dribbling and dancing provided by bouncing balls and squeaking sneakers. It made this commercial look like a music video.

Budweiser's "Whassup?" Launched in December 1999, these advertisements showed the greeting exchanged by four African American friends who drink Budweiser beer. This campaign ranks right up there with "Where's the Beef?" in terms of popular catchphrases.

Sprite's "Obey Your Thirst." This long-running campaign, targeted to teens and young adults, featured numerous hip-hop stars, including Grand Puba, CL Smooth, and rap pioneer Afrika Bambaataa. Sprite's even relaunched some of the older commercials in this campaign, introducing them to a new generation of hip-hop fans.

BE talked to advertising agencies, marketing experts, and industry analysts about creative advertising campaigns that have succeeded and failed to capture the flavor of hip-hop culture in recent years.

DISSES

KFC's animated Colonel Sanders. About two years ago, KFC's Colonel could be seen rapping and doing the "cabbage patch" dance years after the move was in vogue. Some found the animated elderly southern white man, who strutted amid chants of "Go Colonel, Go Colonel" somewhat offensive.

Toyota's "Gold Tooth" ad. In spring 2001, Toyota Motor Co. ran a TV spot that featured a smiling black man with a gold Toyota RAV4 imbedded in his front tooth. Though some within the hip-hop community have been known to embed symbols or letters in their teeth, African Americans found this highly insulting, and the company pulled the ad after the Rev. Jesse Jackson threatened to boycott the automaker.