1. s
~n working with a mainstream
!they're not sitting there trying to
late rates; obviously, the budget
le.So it's usually, "How much
eed?," and the check is cut.
~ creative process is usually a lot
IMost mainstream artists, they're
rists. It's more of a collaborative
ss as opposed to me having to
asically run the show
Jre's a certain instant
hition. The bigger the artist
it that much more of an event.
at mass attention from one
record opens up 10 other
lthat another one might not. The
sstart ringing off the hook.
apersonal, it's a good feeling
on the radio and hear your
coming on 10 times in a row
s1
eis something to be said
ablishing someone's career.
sno label, it's just me setting
looks for that new artist.
!
ping establish a relatively new
sually means more opportunities.
ing an artist with hundreds of
hnds less fans checking for him
!ling hundreds of thousands
;, speaks to the testament of
~od the album is.
Jcreative freedom that comes
relatively unknown artist; we
Dwhatever we want to do.
in control and can make it
eryou want.
,re's more leverage. Whatever
tns with a smaller artist, there's
Iter financial stake when there's
ss. I see more money with a
ectronica record than I see with
inem record. - ReggieOssti
Bar to tbe Street...............
RAP·VERTISING
Brands have finally accepted rappers'
selling power.
. .
days it seems like the trend in corporate America is for major
brands like Budweiser and Chrysler to reach out to rappers
to feature in their latest ad campaigns. Partnerships between
brands and 'rappers have been in effect since the 1980s, but those earlier deals
were usually one-sided relationships, favoring the companies. Things have
changed as more brands reach out to the rap community in order to tap into
its star power with hopes of yielding greater profit. One example is Budweiser's
ongoing ad campaign with Pitbull. According to Sergio Alcocer, Chief Creative
Director of Latin Works, the deal is a natural connection.
"Rappers are cool, they have something to say, they represent a voice of
multicultural America that brands want to capitalize on," says Alcocer. "Pitbull
is a new kind of Hispanic-American that defies conventions and can very
naturally connect with both Hispanic and Caucasians. His personal brand is a
perfect fit for Bud Light."
According to Don Coleman, Chairman and CEO of Global Hue, a multicultural
ad agency, the trend of putting brands and rappers together has been
successful and will continue as long as it creatively makes sense.
"Rappers have a tremendous amount of influence in pop culture," says
Coleman. "Certain brands have target audiences that directly fall into the artist's
sphere of influence, ergo their usage. Eminem scored well in the Super Bowl
Chrysler commercial, but not so well in the Super Bowl commercial for Lipton; it
all depends on the creative context." - LulaineCompere
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