Skilled orators are savvy marketers by definition. Take for instance, <strong>Shawn “Jay-Z” Carter</strong>. The rapper-turned-businessman can deem a product cool or passé simply by how he flips it in a verse. But does Jay-Z co-signing a brand in rhyme necessarily equal a boost in its respective sales? Here, <strong>BlackEnterprise.com</strong> takes a look at some products that have been name-checked by the influential orator over the years, and how they fared in the aftermath. <em>—Alvin Blanco (Images: Getty)</em>
<strong>CRISTAL:</strong> According to Jay-Z’s recent book <a href="http://www.blackenterprise.com/2010/12/13/book-review-jay-z-decoded/"><strong><em>Decoded</em></strong></a>, the first time he <a href="http://www.time.com/time/arts/article/0,8599,2032217,00.html" target="_blank">mentioned the high-end champagne</a> in rhyme was on 1996’s “Dead Presidents II,” when he rhymed, “Jay-Z the icon, baby, you like Dom’?/Maybe this Cristal will change your life…” The Brooklyn, NY native name-checked Cristal again on “Can’t Knock the Hustle,” also off his debut album, <em>Reasonable Doubt</em> (“My motto, stack rocks like Colorado/Auto off the champagne, Cristals by the bottle”). In 1997, champagne sales reached a five-year high of 14.5 million bottles sold, resulting in over $200 million in revenue. Coincidence? But alas, in 2006, Jay-Z announced he was boycotting Cristal after what he felt were <a href="http://www.usatoday.com/life/people/2006-06-15-jayz-cristal_x.htm" target="_blank">racist remarks</a> by <strong>Frédéric Rouzaud</strong>, Champagne Louis Roederer’s President and CEO, about hip-hop’s affection for the drink. Cristal’s sales dipped by 15% in 2009 compared with the previous year but experts attributed the drop-off to the economic recession rather than Jay-Z’s boycott. However, sales of the pricey bubbly are back on the up and up.
<strong>ACE OF SPADES:</strong> With Cristal officially in his doghouse, Jay-Z decided to unofficially, and lyrically, <a href="http://www.namedevelopment.com/blog/archives/2006/10/jayz_draws_an_ace_of_spades_brand_cristal_pulls_a.html" target="_blank">endorse upstart champagne brand <strong>Armand de Brignac</strong></a> aka <strong>Ace of Spades</strong> in 2006. Not only was the bubbly blatantly endorsed in rhyme—“H.O.V.A., gold bottles of that Ace of Spade/Why even fool with these other guys, they all stingy,” Jay-Z raps on “Show Me What You Got” from <em>Kingdome Come</em> (2006)—but the easily recognizable bottle was prominently displayed in the song’s <a href="http://www.youtube.com/watch?v=qopwiGItevI" target="_blank">video</a>. In 2009 Armand de Brignac, which launched only three years prior with a staff of 20, revealed that its production run of 60,000 bottles was nearly sold out. Many <a href="http://www.telegraph.co.uk/news/newstopics/celebritynews/5152048/Armand-de-Brignac-champagne-sells-out-thanks-to-Jay-Z-endorsement.html" target="_blank">credit Jay-Z’s co-sign</a> of the bubbly for turning the boutique company into a major player.
<strong>MOTOROLA 2-WAY PAGER:</strong> On 2000’s “I Just Want To Love You (Give It 2 Me),” Jay-Z rhymed, “Only way to roll, Jigga and two ladies/I'm too cold, Motorola 2-way page me.” At the time, the <strong>Motorola 2-way pager</strong> (specifically the <a href="http://www.time.com/time/specials/packages/article/0,28804,2023689_2023708_2023651,00.html" target="_blank"><strong>PageWriter 2000x</strong></a> and <a href="http://www.phonedoc.com/Beepers/Timeport_P930_Two-Way_Pager/timeport_p930_two-way_pager.html" target="_blank"><strong>Timeport P930</strong></a> models) was the communication tool of choice for the hip-hop generation. While Motorola’s profits were large in the late ’90s, by the early 2000’s the company fell victim to the tech sector’s decline, reporting a $1.2 billion dollar quarterly loss in January 2002. That was the same year <strong>T-Mobile</strong> debuted the <a href="http://www.time.com/time/specials/packages/article/0,28804,2023689_2023708_2023663,00.html" target="_blank"><strong>Sidekick</strong></a>, which Jay-Z featured prominently in the video for 2002’s “Excuse Me Miss.” In a 2009 interview with New York radio personality <strong>DJ Clue</strong> Jay-Z declared that “<a href="http://rapradar.com/2009/09/11/jay-z-says-t-mobile-sidekicks-are-for-girls/" target="_blank">Sidekicks are for girls</a>.” Officially kicked to the curb, the trendy mobile device has since been replaced the <strong>BlackBerry</strong>, <strong>Android</strong> and <strong>iPhone</strong>, among other smart(er)phones, which, according to <a href="http://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/" target="_blank">Nielsen Wire</a> will dominate the mobile market by year’s end.
<strong>NEW YORK YANKEES APPAREL:</strong> As a native New Yorker, Jay-Z has long been a supporter of the hometown <strong>Yankees</strong>, sporting the MLB team’s baseball cap in countless photos. On his 1999 single, “Do It Again (Put Ya Hands Up),” he famously rhymes, “Hat cocked can't see his eyes, who could it be?/With that new blue Yankee on, who but me?” Jay-Z’s continued support of the Bronx Bombers may have inspired more hip-hop fans to reach for a Yankees fitted, with apparel maker <strong>New Era</strong> stating that sales had risen 20% each year leading into 1999, but more than likely the sports team’s brand was catapulted by their 27 World Series Pennants, including one in 2000. However, last year Jay-Z did help move some of their products when he announced <a href="http://www.jay-z.com/2010/09/yankees-and-jay-z-to-launch-limited-edition-co-branded-merchandise/" target="_blank">limited edition co-branded merchandise</a> for sale at Yankee Stadium, including a special All-Black Everything Yankees baseball cap via New Era, which featured design nods to his <em>The Blueprint 3</em> album and a $50 price tag.
<strong>THROWBACK JERSEYS:</strong> At the turn of the century throwback jerseys was all the rage. In fact, <strong>Mitchell & Ness</strong>, which produced a lot of the vintage sportswear, expected to make $50 million in 2003, double what it made in 2002. But Jay-Z threw a monkey wrench in the pot when he rhymed, “And I don't wear jerseys, I'm 30-plus/Give me a crisp pair of jeans, ni**a, button up,” on his 2003 song “What More Can I Say.” With that line, Jay-Z led many a fan to hang their throwback jerseys in their closets, permanently, in lieu of a more clean-cut look. Although throwbacks are no longer as popular in hip-hop circles, sport fans still dig jerseys enough that <strong>Adidas</strong> purchased Mitchell & Ness in 2007 for an <a href="http://www.bizjournals.com/philadelphia/stories/2007/11/05/daily51.html" target="_blank">undisclosed amount</a>.
<strong>REEBOK:</strong> Always the pitchman, Jay-Z also plugged his own product on 2003’s “What More Can I Say” (“S. Dots on my feet make my cipher complete”). The S. Dots on his feet where actually from Jay-Z’s shoe line through <strong>Reebok</strong> called <strong>S. Carter Collection by RBK</strong>, which launched that year. Two month after Jay-Z’s shoe sold out of 10,000 pair within an hour of it release, Reebok’s stock was up 55% from the <a href="http://www.nytimes.com/2006/07/24/business/media/24adco.html" target="_blank">previous year</a>. Now, artists like <strong>50 Cent</strong>, <strong>Kanye West</strong> and <a href="http://www.blackenterprise.com/2010/12/23/swizz-beatz-i-am-basquiat-campaign/" target="_blank"><strong>Swizz Beatz</strong></a> can thanks Jay-Z for landing sneaker deals without the need of a jumpshot.
<strong>ROCAWEAR:</strong> Founded in 1999 by Jay-Z and former business partner <strong>Damon Dash</strong>, <strong>Rocawear</strong> was name-dropped on the rapper’s record incessantly. The self-promotion worked, as Jay-Z was able to sell his stake in the clothing line in 2007 to <strong>Iconix</strong> for over $200 million. In addition to the hefty paycheck, he managed to retain a stake in the company—which boasts annual retail sales over $700 million—overseeing marketing, licensing, and product development personally.
<em><strong>Also check out…</strong></em> <ul> <li><a href="http://www.blackenterprise.com/2010/10/29/slideshow-by-the-numbers-michelle-obamas-profitable-style-profile/" target="_blank"><strong>Slideshow: Michelle Obama’s Profitable Style Profile </strong></a></li> <li><a href="http://www.blackenterprise.com/lifestyle/2010/10/29/the-michelle-obama-fashion-effect-boosts-company-stock-values/" target="_blank"><strong>The Michelle Obama Fashion Effect Boosts Company Stock Values</strong></a></li> <li><a href="http://www.blackenterprise.com/2010/12/23/swizz-beatz-i-am-basquiat-campaign/"><strong>Swizz Beatz Pays Homage to Painter Jean-Michel Basquiat</strong></a></li> <li><a href="http://www.blackenterprise.com/2010/11/03/what-you-could-learn-from-soulja-boys-social-media-marketing-success/"><strong>What You Could Learn From … Soulja Boy’s Social Media Marketing Success</strong></a></li> </ul>
Its not him that goes out and find the deals or new partnerships its Steve Stoute behind him and 50 cent without him more then half of their deals would not exist period
BeMore
Your point?
Detroit Rich
Stop being a hater brooklyn
Detroit Rich
It always some one there behind you tryn do things by yoourself leads to nothing tofall back on give him his do He showing rappers how it is pose to be done
http://www.cliffordoliverphotography.com Clifford Oliver
Who is Steve Stoute?
Alfred Edmond Jr.
Steve Stoute is a highly successful record industry executive and the founder of Translation, a company that matches pop-star spokespersons with corporations that want to promote their brands. As head of Translation, Stoute was listed among the Top Execs in Advertising and Marketing by Black Enterprise.
He has worked to pair Gwen Stefani with Hewlett-Packard, Justin Timberlake with McDonald’s, Beyoncé Knowles with Nayshawn Kirby, and Jay-Z with Reebok. In 2005, Stoute became the Managing Director and CEO of Carol’s Daughter, a complete line of hair and body care products.
Truth
Out of ALL the african americans doing big things (and did not “success” or wealth) by selling drugs, degrading women (BLACK WOMEN), shady business practices, clothing that thugged out our youth and ADULT black men (this man is 40 and weaing his pants on his knees with his UNDERWEAR showing), a man that EVERY time he opens his mouth is is about WHAT HE HAS, with a “I got mine” mentality. I AM INSULTED THAT YOU WOULD PICK THIS COON! BLACK PEOPLE we have GOT to do BETTER!!! You really ought to be ashamed, no really!!!
The Truth
^^ is the most ignorant comment i seen all day!! All you worry about is BLACK this and that, just look at him as a person and how he have grown. Over years do you seen or heard him degrading woman, and pants on his knees, ?? how old are you 50?? if you seen him more recently u would have seen that he wear more suits now in days than he wear dress clothes. What does the way he dress have to do with his success. GOD forgives, those who have sin, and from the way you talking your judging his past without looking at his current future. You must be perfect and sinful free. Get it together, and yes this is coming form a BLACK man. You people are stuck up media, read his cook and see how he lived and where he came from until today you sill see the impact he have on people today all across the world with the connection he have with the youth to inspire them that you can come from nothing.
Truth
Again, OUT OF ALL THE BLACK PEOPLE doing BIG THINGS, you pick this coon! How old are you, 20. Yes he does wear a suit u idiot, but AFTER he has contributed to the thug mentality of our youth. I feel that there are other BLACK PEOPLE we can give props to that did not SELL DRUGS, degrade our women, etc., GTFOH “read his cook” YOU READ IT DUMMY! Did you mean ‘READ HIS BOOK”! I choose not to read a book by a man with 3rd grad enunciation skills and 5th grad pronunciation skills. But you, my little lost one, continue to Big Up a Baller, you idiot! Peace
marcus
u sound just how u are,a person speaking from the outside looking in.Jay-z is extremely admirable in inner cities he came from the environment we come from and reached a success that is beyond expectations,your lack of disconnect with your people shows in your comments.yes there are others who a person can admire,Obama being a prime example but how do u judge a man for his way to his own success.this man employees millions of people through him just being the business that he is..im sure u a republican i can read it in your language. Martin Luther king had his vices,he was really heavy into women and sex.does that take away from the person he was or positive influence he had on his generation.while u spending time being judgmental to another black man’s success there are white pople not givin a f about yours..funny how we fight our on but kiss up to them…sad,You really ought to be ashamed, no really! (yo voice).
Unfortunately we have been conditioned to believe what the definition of success is based of off a Eurocentric value system. The Afrocentric value system belief is that you are to take your wealth and stature to always use it to improve the lives of your people in this instance “keeping it real” and taking care of those where you came from and not selling your soul and doing benefit concerts for Columbine and the Police and Fire Departments. These brothers could not even walk down a street in Columbine without being harassed by the Police. Need I say anything about The NYPD. The NY Fire Department has the most discriminatory hiring practices when it comes to Blacks. The Vulcan Society (Black Fire Fighters) won a class action lawsuit for these practices in 2009. Yet these are the three causes he chooses to do a benefit concert on behalf of. How about a benefit concert for Marcy Projects and put the money in an interest bearing account and it could be used to pay for the education of deserving youth who come from financial challenged homes, sot that they can have access to a good quality education. So, yes Jay-Z has the monetary success and prominence (keep in mind there is a distinct difference between prominence and power), but at what cost. Where are our more prominent Blacks who have a larger voice when it comes to speaking out against the marginalized that suffer police brutality, injustice and racism their voices have been silenced this is part of the agreement. Jay-z said in one lyric that throwback jerseys are for boys and he’s a man who now wears button up shirts and the throwback jersey industry was shut down. So the youth are listening to him – how about telling Blacks to stop calling each other ni**ers or respect your Black women and honor them as QUEENS. Gone are the days of Jim Brown, Arthur Ashe, Bill Russell, Harry Belafonte and countless other individuals who did not allow their fear of losing stature silence them and they represented a larger cause than their bank accounts. Has Jay-Z matured yes he has been sort of refined and polished up by his handlers so that they may continue to exploit his brand and he will not dare rock the boat. All Jay-Z cares about is himself, his bank account and fame what a shame and a waste. I will close on this note. Has anyone every stopped and thought why our more prominent/wealthy Blacks choose to give so abundantly and willingly to Blacks in Africa opposed to Blacks in their own country. Whites have made it acceptable to help Africans its their cause and conditioned minded Blacks follow in suit because if master says its o.k. then you won’t be punished. Many Blacks are afraid to help out other Blacks in this country in a substantial way in fear that White America will question their agenda and why is it that they are giving to Black people. It’s a problem when we do for self this goes against White supremacy and what we’ve been taught.
ChildPlease
Truth… I am on your side. Your comments are on point! We (African American Community) have so many other successful black people who use their talents and skills to better our world. Making money by selling drugs (that subsequently destroyed families) and then parlaying that illegal money into a “brand”… are we recognizing that as being successful? But, nonetheless, this will be “his” legacy and one that will be told by his children and family for generations to come.
Natasha
It’s never ceases to amaze me how quick we are to pick up stones and throw them. What right do we have, NONE! Put your stones down, teach our youth. And try building someone up instead of tearing them down.
The BeatHouse
Judge not or thee yourself shall be judged. People who live in glass houses shouldnt throw stones..what was the last thing you did that you know..you shouldnt have, I don’t care how small or large it was, it was still wrong. I forgive..I forget.. I get over it…God puts a message in this whole thing..can you see it? Can you see it for yourself? What do you draw from it? What ways can his example change your life?
PDRTJS_settings_5081596_comm_78 = {“id” : “5081596″,”unique_id” : “wp-comment-78″,”title” : “this+is+a+sure+fire+hit%21%21%21%21++i+listen+to+these+positive+vibes+erry+day..i+suggest+u+do+the+same%21%21…”,”item_id” : “_comm_78″,”permalink” : “http%3A%2F%2Fwww.krackblog.com%2F2009%2F06%2F23%2Fdef-or-dud-jay-murda-keep-it-movin-vote-now%2F%23comment-78″}this is a sure fire hit!!!! i listen to these otispive vibes erry day..i suggest u do the same!!
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