Luxury Brands' Product Placement in Music LyricsPresentation Transcript
Product Placement of Luxury Brands in Music Lyrics
American Brandstand Agenda Inc. - brand strategy agency Research project – American Brandstand Since 2003 American Brandstand has beenreporting on the brands that appear in the lyrics of the top 20 songs from the Billboard chart.
The most mentioned 10 brands of 2005 All the information is taken from www.agendainc.com 7 from 10 belong to luxury segment
TOP 5 BRAND-DROPPING ARTISTS OF 2005All belong to hip-hop genre All the information is taken from www.agendainc.com
Obviously…• The most mentioned in songs’ lyrics brands are from luxury segment• The most involved in luxury product placement artists are hip-hop starsLuxury + hip-hop = product placement
Reasons• Growing popularity of hip-hop during the period or research. By 2005 hip-hop became mainstream which means that it has a very large and wide audience.• Hip-hop is rapidly becoming an identity of youth culture throughout the world.• Some rock groups are also on the top of charts, but rockers mock at mercantilism and consumerism. In general, they are not eager to glorify luxury.
Reasons• On the contrary, status consumption of luxury has always been a part of hip-hop culture and encouraged by hip-hop stars.• Rock and pop artists sing about love and betrayal, happiness and sorrow, the lyrics of there songs are not close to the actual everyday life.• Hip-hopers are much more close to the today’s life of their audience. They live in the same streets, wear the same clothes, drink the same beverages and demonstrate it actively. Their influence on consumption is the most powerful one.
Some funny rhymes… “Just because you drive a Benz Im not goin’ home with you.You wont get no nookie or the cookies Im no rookie.” Goodies, Ciara ft. Petey Pablo
Some funny rhymes… “So, so, come on, come on. Don’t get swung on, swung on. Its the knick-knack-patty-whack still riding Cadillacs.Family off the streets, made my homies put the baggies back.” Get Back, Ludacris
Some funny rhymes… “Homie you can catch me swoopin’ Bentley coupe and switchin lanes.U see me rollin, you know Im holdin, Im about my paper, yeah. Nigga Im serious, I aint playin,Im embeded in ya brain, Im off the chain.” Disco Inferno, 50 Cent
Some funny rhymes… “The Phantom, exterior like fish eggs The interior like suicide wrist redI can exercise you, this can be your phys. ed. Cheat on your man, ma, thats how you get ahizzead” Drop It Like It’s Hot, Snoop Dogg ft. Pharrell
Some funny rhymes…“Listen pimpin I aint new to this, Im true to this. Pay attention boy, I teach how to do this shit. You mix a lil Cris with a little Dom Pérignon.And a lil Hennessy, you know we finna carry on.” Disco Inferno, 50 Cent
Some funny rhymes… “I’m so used to your Prada Taking trips to Houston its hottaThrowing that Al Green ‘n’ using that Impala Lay my jewels on my collar.” Karma, Lloyd Banks featuring Avant
Some funny rhymes… “Met her at a beauty salon With a baby Louis Vuitton Under her underarm”Gold Digger, Kanye West ft. Jamie Foxx