Decoded: The Business Lessons of Hip-Hop Powerhouse Jay-Z

• ON THE POWER OF HIP-HOP’S INFLUENCE ON BRANDING:

“Everything hip-hop touches is transformed by the encounter, especially things like language and brands, which leave themselves open to constant redefinition…. Cristal means one thing; but hip-hop gave its definition some new entries.”

• LESSON: Carter was infamously known for including a mention of Cristal champagne in his songs. But after what he considered racist remarks by Cristal’s managing director, Frederic Rouzand, the rap star led a boycott of the brand, instead shifting his support to Armand de Brignac (also known as the Ace of Spades champagne). This luxury champagne (at $300 per bottle for the Brut Gold) has since risen to become the #1 champagne in the world, and has gained popularity among club-goers and celebrities including Russell Simmons, the New York Yankees, and Samuel Jackson.

• For more on hip-hop’s business and culture influence, see 12 Hip-Hop Who’d Reign Supreme If They Were Politicians and What You Can Learn From … Soulja Boy’s Social Media Marketing Success
  
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