Sip hop: booze in rap vids

A mere mention of a drink in a song can send consumers to the bottle shop to pick up some Hennessy cognac, Moet & Chandon champagne or Belvedere vodka. Thus, it is in the brand's best interest to keep the rappers happy with money and free product, a lesson champagne house Louis Roderer learned when its director made disparaging comments about the hip hop community and found itself the victim of a boycott led by Jay Z. 
 

Check out the following five clips and pass the Courvoisier.

Busta Rhymes Pass The Courvoisier
Flipmode Squad head Busta Rhymes penned this anthem to the fine French cognac for his Genesis album released in 2001. The drink has been around since 1835, and thanks to the song it is now one of the more well-known cognacs. Considering that it's the focal object of the song it's unlikely that Busta received any payment for it, but where do you think they got the money for the clip from?

Dre feat. Rick Ross Chevy Ridin' High
Producer/Rapper Dre's 2006 ode to customised Chevrolets doesn't mention alcohol during the song, but the video clip features a momentary shot of Seraphin XO, a cognac produced by Camus. This is an good example of a brand attempting to gain exposure through video placement.

Jay Z  Roc Boys
After turning his back on Cristal Jay Z decided on Armand De Brignac champagne, known by its rapper-friendly moniker Ace Of Spades, as his new luxury tipple of choice for both songs and videos. Even though a spokeman for the brand maintained that no money changed hands, it's likely that it was a profitable deal for both parties.

T.I. feat. Rihanna Live Your Life
For the most part rap videos are associated with the height of luxury - champagnes, diamonds, cognacs and the like. However to fit in with the seedy ambience of the barroom setting in this T.I. clip, Campari is the drink of choice, shown quite brazenly on both bottles and branded glasses. For this lack of subtlety, T.I. most likely made a mint.

Raekwon Walk Wit Me
This U.K. bonus track from Raekwon's Only Built For Cuban Linx II features Nuvo, a sparkling liquer, fairly prominently. Established in 2007, Nuvo is clearly trying to carve out a niche for itself in the competitive club market, hitching its name to a well-established rapper with a great new album. No doubt Raekwon was adequately compensated.

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