Marketing Hip-Hop Online

If your song is new, and you are sending it around to DJs and bloggers and anyone else who might listen, because so far, it’s not been on the radio, not been played at clubs, not appeared on any mixtapes and not had a video circulating…

It is not a “SMASH HIT”. It is not an ANYTHING hit. It is not a hit. A hit, can’t be a hit, until it is a hit. If the DJs and bloggers you wish to reach, have not already heard of it, and their role is to know about the hits, why are you telling them it is a hit? A SMASH hit at that? They know it’s not. You sound like everyone else who claims their fresh-out-the-frying-pan song is a SMASH HIT. Kinda dumb.

Hype is good. Good copy writing is one of the cornerstones of promotion and advertising, but stop with the SMASH HIT, CERTIFIED BANGER, HOTTEST SHIT IN THE CLUBS, hyperbole.

Convince me, without making it obvious that you are just talking shit.

Mickey Factz

Recently, Honda enlisted up-and-coming artist Mickey Factz to endorse their Honda Accord. The resulting commercial is displayed below.

AdAge suggests that this is a smart marketing move on Honda’s part, and a great way to authentically incorporate hip-hop into their marketing. They say,

Hip-hop’s decade of bling is popping, and it looks more like the housing bubble than a champagne cork. So why, at this point, would anyone take financial cues from a culture marked by conspicuous consumption? Honda Motor Co. thinks it has an answer.

and

“We wanted the balance of having style, a cool look and a cool lifestyle, but doing it in a way that’s sensible for the times,” said Barbara Ponce, manager-diversity advertising at Honda.

Woooha.com’s Scott Yeti is quoted as saying that he “isn’t sure the campaign will keep hip-hop fans engaged”:

“It’s still too early to tell and maybe Honda has some more tricks up their sleeves with this campaign, but I don’t know if the hook there is strong enough to maintain a strong consumer base that will keep coming back.”

We’ll all have to wait and see. The general murmuring around hip-hop business circles is that it’s a good look personally for Factz, but may not be as effective for Honda, or engaging for hip-hop heads, as Honda would like.

Thoughts?

As seen on Craigslist (NYC):

HIP HOP WEBSITE/BLOG MANGR NEEDED (Midtown)

Good Day,

Popular Website That Has a strong presence in the hip hop community is looking for someone to come in & help establish the corporate aspect of things to the website.

We I say help establish corporate aspect, I mean get clients for advertising on the site, do follow ups, close the deals etc.. Help form structure for the organization,

We had to strike while the iron is hot. And now is the time. Our alexa/quantcast numbers are strong. And now it’s time to profit. It’s A Hip Hop Community website with over 50, 000 members.

This is a commission based job.

Please Just don’t send resumes. Please Tell us something unique and different about you. And why you’d be perfect for this opportunity?
Also please send your myspace,facebook pages etc.. you must be knowledgeable of social networks as well

**PLEASE INCLUDE EVERYTHING, WE ASKED, IF YOU CAN’T FOLLOW DIRECTIONS. THIS OPPORTUNITY IS NOT FOR YOU**

Hmm.

Well, it’s a badly written ad, so a bad first impression. I’m not sure that the kind of talent they need will be willing to come work for what appears to be an amateurish site, and for “commission only” on top of that.

Several issues.

But I understand, start-ups and such, no capital to invest in talent, etc. Ok, but…

You represent a blog, an online PUBLICATION! I’m sorry to be so blunt, but the writing in this posting is horrendous! Is anyone who is remotely talented or ambitious enough to want to try a commission-only sales job, taking you seriously, based on that posting?

Advice: Look, even if someone does respond, in order to attract top talent, your company must represent itself better. If this post in any way represents the company, or the content, would anyone looking think you had a product worth trying to sell ads for? Maybe you do, I can’t fully call it unless I know the site we’re talking about, but if you want someone who can attract and close deals, function competently in the social media space, all of this for commission, good luck. It sounds like you are underestimating what it means to succeed in such a saturated and competitive online media world. If major media entities can’t get it right, what makes you think you’ll find a savior for commission-only, who will only be able to work on social media endeavors while selling and closing deals?

It’s clear that you do need some corporate up in there, but I just seriously wonder what kind of talent you will attract with that ad.

I love a hip-hop underdog, but guys, your posting just screams “we have no money, and maybe a crappy product.” Which again, may not be the case. 50,000 members is not too shabby a number! But remember, presentation, representation of your brand, at all times, even when posting anonymously, is a Commandment. And to attract someone who might be respectable enough to make things happen for you, you could stand to look a little more respectable yourselves.

But that’s ok. You admit you need some help. That’s cool. But then being a little salty with the “follow directions” comment, really isn’t necessary. Anyone worthwhile who was to come in and bring a little “corporate” up in that piece, really shouldn’t be taking directions from you in the first place.

I mean correct me if I am wrong. You’re asking for a business development, sales, social media maven, to help establish the corporate structure you are lacking, to do it for free commission, and to be ready to only follow your direction.

Personally, I’d require base salary or project based-compensation, as well as creative control, to perform any of the tasks you are asking for, as I am a professional who gets paid to do such things. So I’ll pass on replying to this opportunity, but I wish nothing but the best to you and your endeavors, and anyone who does join your movement.

Your organization could probably benefit highly from a successful corporate mangr like myself, but as it stands, since I totally didn’t follow directions, this opportunity is clearly not for me.

Jadakiss in Letter to B.I.G.

According to Gawker.com, not only is Coogi aware of the affinity the late Brooklyn rhyme God had for it’s sweaters, they used this connection to their advantage by compensating Jadakiss for the brand-drop in his tribute song “Letter to B.I.G.”

As we have seen in movies and TV, there has been a huge increase in product placement in recent years, the act of integrating a product or brand within actual programming. This practice has been rising exponentially in TV in particular to combat TiVo-like recording, where one can fast-forward through commercials.

As evidenced by Forever, the Chris-Brown-sings-a-four-minute-jingle-disguised-as-a-hit-single deal last year, this practice is increasingly finding its way into the music business as well.

Questions:

1. Is this kind of arranged, corporate-sponsored lyrics going to backfire at some point, as even the most naive-minded of audience members realizes they are constantly being duped and that there may be no “real” music anymore?
2. Should Jadakiss be “called out” for accepting corporate dollars in a song supposedly dedicated to a deceased friend (assuming the rumor is true)?.

As a personal commentary: Between this, and the Vince-McMahon’ing of hip-hop, I am getting very, very disillusioned by the music business, very, very quickly. Even more than before. And before was a lot.

Interestingly, MTV News quotes Jadakiss as crediting “stylist Groovey Lew (Groovey is also credited with giving B.I.G. his first Coogi sweater) for coming up with the idea”, that the idea for the song initially struck Jadakiss as “corny”, but that in the end resulted in a song where, “it’s nothing fabricated on there. It’s gotta be all real on there. Everything was personal.”

Now I think Jada is probably one of the top-5 lyricists out there, and I respect his work and work ethic, but as the Gawker post so eloquently said, “Maybe save the product placement for normal, non-memorial-to-my-deceased-friend songs?”

[As seen on Craigslist]

Aspiring R&B singer/rapper needs an entourage to help with entrances and ‘causing a scene’

- Experience in dance a plus
- Male and female accepted
- Attire will be provided
- Aspiring singers and actors need not apply (not looking for competition)
- Positive outlook a MUST
- Thirst for danger also a major plus
- Must work Nights and Weekends

This is not your normal job! applicants must be SERIOUS about being part of something bigger than themself (my posse)!

The light of heart need not apply!

Please include qualifications and picture imbedded in the e-mail ATTACHMENTS WILL NOT BE OPENED!

* Location: (NYC)
* it’s NOT ok to contact this poster with services or other commercial interests
* Compensation: $50

I don’t know about you, but my thirst for danger is worth at least $75. Then again, attire is included. (Luckily I don’t sing.)

As twitterer and ad-discoverer @cyberprvideo so eloquently stated, “Is this what hip hop/r&b have come to??”

Let’s play devil’s advocate. What could you hope to accomplish here? You invite a bunch of strangers, with the implication that you want to “cause a scene” upon entering an establishment. They need to thirst for danger, AND know how to dance… Could this mean you want this entourage to:

• A) Break out into a choreographed dance fight as soon as you enter the club, a la West Side Story, or Beat It?
• B) Immediately punch the first people they see?
• C) Grope and fondle the “artist” throughout the night in an attempt to prove how irresistible he/she is?
• D) Break out into a choreographed game of Duck, Duck, Grey, Goose?

Ah, but where does the thirst for danger come in? Must be closer to ‘B’.

If you have to pay people to act like you are worth entouraging, you might want to reconsider things.

And what exactly, would “qualify” someone to do this sort of thing? Would someone have to….

Oh, forget the commentary, this is just plain silly.

Advice? Well, probably wise if you actually become worthy of a real group of friends/fans/groupies who will a) do this for free, b) be sincere, c) won’t do anything that will go TOO far, for fear of hurting your image.

The … ingenuity of the … request… is… interesting. But it sounds like a very unplanned plan that could easily backfire, or worse yet, succeed, until exposed, and then implode.