Post 5 "Black Talk"

1. Find a current commerical in which a hip-hop artist advertises a product. Discuss the video as it relates to the role of marketing and advertising in the artist’s career. Make sure you provide examples to argue the thesis that hip-hop artists have (or have not) blurred the line between music and merchandise. Is hip-hop more open to identifying itself with brands? Is hip-hop more entrepreneurial than rock or pop? “…has black talk been used openly, knowingly, and not mockingly to sell products” (Savan 195)?



This particular commercial has more than one hip-hop artist. The commercial combines many rappers and also Japanese action cartoons to promote Sprite. The commercial makes use of the artists and the action cartoon to attract attention to younger audiences. the commercial also makes use of the "obey your thirst" campaign. This commercial promotes the product as well as the artists, by creating exposure for the artists, and relating the product to the artists. this commercial, like many others, make use of the music itself, more than the artist. The brand wants to not only be associated with the stars, but most importantly the popular music that attracts people. As seen in this commercial, the rappers are not just appearing, but are rapping as they promote the product. I don't think that hip hop is more open to identify itself with brands, more than brands want to identify themselves with hip hop. The key to the game is to sell, and the only way to do so, is to appeal to the majority i.e. popular culture. therefore "black talk" has been used more lately since it has acquired immense popularity across the nation. Whether is rock, rap, or pop, there will always be a "fad" that will eventually dim out and give way to a new one: In the 70's was rock, the 80's was pop, and more recently rap.
http://www.youtube.com/watch?v=IkODvs4grqE