Segments in this Video

Advertising Through Hip-Hop Music (01:36)


Hip-hop has evolved from the streets to become the world's biggest brand-building community. Young people assert that products placed in popular music videos influence their buying decisions.

The King of Urban Marketing and His Target (03:24)

Russell Simmons, co-founder of Def Jam Records, is called "the king of urban marketing" and "hip-hop entrepreneur extraordinaire." A young man who represents the demographic targeted by Simmons' marketing strategies is profiled.

Product Placement in Hip-Hop Music Videos (01:42)

Hip-hop music videos have become important commercial vehicles for selling consumer goods. A Canadian marketing expert explains the corporate mindset in regards to product placement and creating a "culture of cool."

Pushing the Corporate Connection to Hip-Hop (02:35)

A former music video director who now focuses on making videos into advertisements is profiled. He asserts that the most effective way for advertisers to reach an audience is by cleverly incorporating ads into programming, videos, and song lyrics.

The Roots of Hip-Hop in Urban Marketing (01:47)

Hip-hop music and culture did not start out as a vehicle for selling everything from shoes to SUVs; the main elements of hip-hop grew up in the south Bronx. Using a song by Run DMC, Adidas became the first name brand made popular by hip-hop.

Hip-Hop Popularizes a French Cognac (02:54)

Today's hip-hop music sells rhymes about luxury, decadence, and the products associated with such a lifestyle. A night club manager affirms that sales of a particular French cognac skyrocketed after being mentioned in a popular rap song.

Creating Cool: How Hip-Hop Popularized a French Cognac (05:29)

A popular rap song has made a particular French cognac a sensation in the world of hip-hop. An American advertising representative for the company was one of the first to jump into the urban marketing trend.

A Teen Hip-Hop Trendsetter (02:10)

A Canadian teen shows off the name brand clothing and other gear which announce his hip-hop identity to the world. He spends about $400 to $500 each month on new clothes and gear.

Market Research Affirms Hip-Hop's Appeal (01:29)

A youth market researcher in Toronto interviews teens about their interests and sells the information to corporate clients. She asserts the widespread popularity of hip-hop and the power it has to sell products to young people.

Small Town Hip-Hop Kid (02:24)

A white teen from a small town in Ontario performs with his high school's hip-hop club. The young man's identity is completely rooted in the world of hip-hop.

Reebok Cashes in on a Gangster Image (03:06)

Two young men, a black urban teen and a white teen from a small town, identify several name brands associated with luxury and with hip-hop culture. A marketer for Reebok explains the company's association with a notorious rapper.

Music Videos as Commercials (03:28)

A market researcher explains why music videos are such successful marketing vehicles. A hip-hop artist asserts that music videos are essentially commercials.

Mixing Music with Consumer Products (01:51)

If rappers place products in their music videos or get major brand endorsements, up to 60 percent of teens who like hip-hop are likely to buy that product. Rapper Daytona expresses his views on why artists must mix music with other business.

Challenges to Advertisers and the Music Industry (02:30)

Effects of technology have created new challenges for advertisers and for the music industry. An executive at Motown discusses working with advertisers to overcome challenges both industries face.

Helping Kids Analyze Music Video Advertising (02:42)

A media awareness activist works with school kids to analyze music videos and identify the strategies they use to target kids and sell products. Rappers often earn royalties from sales of products placed in their music videos.

Spending Money on a Hip-Hop Image (01:50)

A teen who owns 42 pairs of shoes spends $140 on a 43rd pair to express a hip-hop image. He asserts it doesn't matter to him that hip-hop artists are often paid to wear name brand shoes in videos and at appearances.

Songs, Videos, and Commercials (02:03)

A music video for the song "Call Me" is filled with product placements and used in a cell phone advertisement. An Elektra Records executive talks about product placement in videos and about asking musicians to write about specific products.

Owning Urban Culture (01:42)

New York mogul Damon Dash controls music artists and consumer products. He hopes to take over the world of urban music, movies, clothing, and liquor; in one year his business ventures earned almost half a billion dollars.

Matching Products to Music Videos (01:51)

An agent who gets clients' products placed in music videos discusses the cost of his services. He collaborates with a music company executive to plan a video which will feature specific product brands.

Selling Out Art for Money: Hip-Hop's Civil War (04:23)

A rapper asserts he has the right to use his art as a means to sell products and make money. The lucrative practice of using hip-hop music to advertise products has sparked controversy in Canada's hip-hop community.

Art and Advertising: Using Hip-Hop Music to Sell Consumer Goods (02:07)

Music industry executives, hip-hop artists, and marketing experts express varying opinions about . A media awareness activist asserts the importance of teaching kids to analyze advertising in music.

Pass the Courvoisier (00:54)

Courvoisier, a luxury cognac brand, has new popularity among the young and the hip, thanks to rappers who sing its praises in music videos and advertisements.

For additional digital leasing and purchase options contact a media consultant at 800-257-5126
(press option 3) or

Rhyme Pays: Hip-Hop and the Marketing of Cool

DVD Price: $169.95
DVD + 3-Year Streaming Price: $254.93
3-Year Streaming Price: $169.95



Back in the day, Run-DMC’s mega-hit My Adidas promoted consumerism as a form of rebellion. More recently, however, as savvy teens lose interest in traditional forms of advertising, product placement in lyrics and music videos has become big, big business for manufacturers and rappers alike. Drawing on interviews with Russell Simmons, co-founder of Def Jam Records; Camille Hackney of Elektra Entertainment Group; Damon Dash, CEO of Roc-a-fella Enterprises; media literacy advocate Debbie Gordon; and numerous Canadian rap artists, this program follows the money into the music/marketing arena. Clifton Joseph, a cofounder of the dub poetry movement in Canada, hosts. (57 minutes)

Length: 58 minutes

Item#: BVL37478

ISBN: 978-1-4213-7520-5

Copyright date: ©2004

Closed Captioned

Performance Rights

Prices include public performance rights.

Not available to Home Video customers.

Only available in USA.