All Souled Out: An Analysis Of Hip Hop Endorsements

February 5, 2011  |  

(HipHopDX) — With Sunday’s upcoming Super Bowl, you’re guaranteed to see at least one Hip Hop artist in a commercial. Lipton confirmed Eminem will appear in a “Brisk” ad for their signature iced tea. In the last two months, emcees Lupe Fiasco, Talib Kweli and Jay Electronica have all come under fire for lending their rhyme skills to beverage companies. But what’s all the fuss about? The mere act of selling an album puts any musician—Hip Hop or otherwise—in a different category.  “The truth is that music and videos are commercials,” says Nelson George, who has served as co-executive producer of VH1’s “Hip Hop Honors.” George has also written the movies CB4Life Support and the book Hip Hop America. “[Songs and videos] are commercials for artists that say, ‘Buy me. Buy what I’m doing. Buy my lifestyle.’

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