Table 4.

Examples of alcohol brand promotion in urban music culture.

Hennessy Hennessy sponsors numerous parties and concerts featuring urban artists, including Trey Songz and Nas (Carol, 2012; Guzzle up, 2010). Graffiti artists design new Hennessy bottles (Resnick, 2012). Hennessy sponsors a contest called “Chase the Music. Own the Stage” where new artists can play and be recognized (Hennessy Chae the Music, Own the Stage, 2012). Erykah Badu is featured in Hennessy’s latest campaign (Williams, 2012). 50 Cent, Ya Heard Me lyrics: “Shorty the Henny got me feeling right. Ya heard me?” (365lyrics.com: Save Your Time, Ya Heard Me Lyrics, 2012) Tupac, Hennessy lyrics: “They wanna knows my role model—it’s in a brown bottle. Yo, what’s our…motto…? Hennessy…Even the cops can’t stop us, my enemies flip when they see me drink a fifth of that Hennessy (365lyrics.com: Save Your Time, Hennessy Lyrics, 2012).

1800 Rick Ross is the spokesman for 1800 Tequila (Starbury, 2009). Ab Soul, Bohemian Grove lyrics: “… you. I'm just living how I'm living. Hennessy and Coke. We mixing dark and light like the 1800s. And we getting blunted, what it do? Yes, indeed” (365lyrics.com: Save Your Time, Bohemian Grove Lyrics, 2012). Snoop Dogg, 1800 lyrics: “1800, I'm blunted, fa cert’ Snoop D-O-dub', turn that … up. I don't buy bub, tequila got me goin” (365lyrics.com: Save Your Time, 1800 Lyrics, 2012).

Ciroc Diddy (Sean Combs) is a paid spokesman for Ciroc and has a $100 million marketing deal with the company (Diddy really think they wouldn’t notice, 2011). Diddy owns a music management company called Ciroc Entertainment and a group called Ciroc Boyz, which manages artists including Rick Ross, Fabolous, Red Café and French Montana (Bad Boy Records, 2012). Meek Mill, House Party lyrics: “Ciroc all on my table … in the living room” (365lyrics.com: Save Your Time, House Party Lyrics, 2012). Chris Brown ft Lil Wayne, I Can Transform Ya lyrics: “Ciroc and lime, give it a lil time, and she can transform like Optimus Prime” (365lyrics.com: Save Your Time, I Can Transform Ya Lyrics, 2012).

Seagram’s Gin Has sponsored both Mary J. Blige and Ja Rule concerts (Mack, 2011; Mary J Blige Open Up about Drugs and Drinking Hell, 2011). Petey Pablo, Freak-A-Leak lyrics: “Not a problem, you know I do it cause I love ya. Now I got to give a shout out to Seagram's gin cause I drink it, and they payin’ for it” (365lyrics.com: Save Your Time, Freek-a-leak lyrics, 2012). Snoop Dogg, Gin and Juice lyrics: “Rollin down the street, smokin ENDO, sippin on gin and juice. Laid back [with my mind on my money and my money on my mind]. Now that I got me some Seagram's gin” (365lyrics.com: Save Your Time, Gin and Juice Lyrics, 2012).

E&J Gallo Brandy Sponsored John Legend’s 2009 Tour (Recent Work, 2012). Sponsored a summer concert series with hip-hop and R&B radio station 97.9 in Dallas, TX featuring artists Snoop Dogg, T.I., Rick Ross, Young Jeezy, and Baby Bash (E&J Brandy Partners with Hip-Hop and R&B Station, 2012; Smooth and Authentic Mix, 2012). Angie Martinez featuring Snoop Dogg Ladies and Gents “See that’s gansta’ ….(gangsta’ style) It taste like E and J brand sweet, like candy Baby said she wanna be down wit’ a …. Brandy” (365lyrics.com: Save Your Time, Ladies and Gents Lyrics, 2012).

Bud Ice Jay-Z is a spokesman for Budweiser Beer (Blanco, 2012; Jay-Z Signs Up as Budweiser Spokesman, 2006). Danny Brown, Bruiser Brigade “Bruiser! But don't forget the brew Coronas and Bud Ice But don't forget the Miller High Life” (Rap Genius, If You Don’t Know, Now You Know, Danny Brown, 2012). Yung B from Farlin, Sittin’ On The Game “Sippin Bud Ice, got me throwed than a mug I’m in college, getting knowledge, but she know that I’m a thug” (Rap Genius, If You Don’t Know, Now You Know, Yung B from Farlin, 2012).

Andre Owned by E&J Gallo (E&J Gallo Winery, 2012). Nas, Halftime “I be slayin’ them fast, doing this that and the third But chill, pass the Andre and let’s slay” (Rap Genius, If You Don’t Know, Now You Know, Nas, 2012).

Gallo Wines Mac Dre, Mafioso “I’m in my sneaks with freaks on the beach was shallow Bossed up drinkin Ernest and Julio Gallo (wine)” (Rap Genius, If You Don’t Know, Now You Know, Mac Dre, 2012).

Miller High Life Danny Brown, Bruiser Brigade lyrics: “Bruiser! But don't forget the brew Coronas and Bud Ice But don't forget the Miller High Life” (Rap Genius, If You Don’t Know, Now You Know, Danny Brown, 2012). Lupe Fiasco, All the Way Turnt Up lyrics: “And I’ve come to take it all back like Miller High Life” (Rap Genius, If You Don’t Know, Now You Know, Lupe Fiasco, 2012).

Christian Brothers Brandy E-40, My Cup lyrics: “I'm a guerilla meals must like Brandy Like the R&B singer, Christian brother twist Getting gone, plastic cup in the traffic bumping this” (Rap Genius, If You Don’t Know, Now You Know, E-40, 2012). Foesum, Listen to the Sound lyrics: “Sippin' Christian Brothers, Lina pour me some mo'” (Rap Genius, If You Don’t Know, Now You Know, Foesum, 2012).

Colt 45 Malt Liquors Snoop Dogg is the spokesman for Colt 45 malt liquor (Walker, 2011). Afroman, Ghetto Memories lyrics: “Colt 45 got your boy on buzz” (Rap Genius, If You Don’t Know, Now You Know, Afroman, 2012). Youngbloodz, 85 lyrics: “Now the wind blows as I'm on 85, and chiefin good With a six-pack a that Colt 45 just like I should” (Rap Genius, If You Don’t Know, Now You Know, Youngbloodz, 2012).