Rappers take product placement of own liquor-brands to new level

on 29/11/11 at 2:55 pm

Booze News

Hip-hop performers taking product placement to new level in their songs. (Boozenews: Doesn’t that make it a commercial?)

In the video to Pitbull’s latest chart-topper, “Give Me Everything,” he pours a glass of Voli vodka, careful to display the label; in the lyrics and video for his single “Rain Over Me,” he hails the vodka as the new “it” drink.

In both clips, the bottle takes centre stage as the rapper is swarmed by flashing neon lights, svelte models and crooning pop wingmen.

Name-check references to the high life of liquor or drugs is nothing new to rap – a study released just weeks ago from the University of Pittsburgh and Dartmouth University found that for every hour that American teens listen to music, they hear more than three references to brand-name alcohol in rap, R&B and hip-hop lyrics.

Brand associations have long been a symbol of status for performers. But Pitbull, like his contemporaries Sean “Diddy” Combs, Ludacris, Snoop Dogg and many others, have taken it to the next level. Instead of just making references to the products they enjoy, they’re rapping about products they’re selling.

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