St. Ides Commercials /w Ice Cube, Snoop Dogg, Wu-Tang Clan, Biggy, EPMD (Videos)

Product-Placement im Hip Hop ist heutzutage eine ganz normale Angelegenheit. Sei es Klamotten, Alkohol or whatnot. Anfang der 90er sah die Welt da noch ein wenig anders aus. Es war bei weitem nicht normal das größere Firmen auf die Rapper zugingen und ihnen Unsummen in die Hände drückten. Doch da Hip Hop nunmal die Kultur war, die die Jugend am meisten begeisterte, versuchten viele Marken sich in der Kultur zu platzieren. So auch die 40oz Biermarke „St. Ides“. Mit einem riesiegen Marketing Budget sind die Jungs auf Rapper zugegangen und diese nahmen dankend an. So entstanden eigene Songs die die Marke hochhalten. Mit dabei sind u.a Biggie, Wu-Tang, EPMD, Snoop Dogg, Nate Dogg, Ice Cube, 2 Pac, Dr. Dre, Cypress Hill, Eric B. x Rakim und viele mehr. Wir haben mal die Videos zu dieser Hip-Hop Randnotiz zusammengetragen. Enjoy:

As Hip-Hop music started to pick up National and International success, the Corporate work started to pay more attention to the emerging culture. St. Ides was launched, aggressively targeted the predominantly Black and Latino markets through direct Hip-Hop Marketing, by signing up the top Hip-Hop artists of the time and buying up Radio airtime and T.V. slots. By looking at the artists it becomes easy to see the direction St. Ides were going, with artists like Ice Cube, Kool G Rap, Scarface & Geto Boys, King Tee (feat. his DJ E-Swift of Alkoholics), DJ Pooh, Yo-Yo, EPMD, Eric B & Rakim, Cypress Hill, they were the more hardcore, West Coast style Gangsta Groups.

Then when the post Boys In The Hood, „G-Funk“ era evolved, MC Eiht, Dr. Dre, Snoop Doggy Dogg, Warren G, and later on Tupac, Wu-Tang, Redman and even Biggie Smalls. The plan was a great success and increased St. Ides sales by 25% in the first year, and St. Ides became white college students favourite malt liquor.

The West Coast artists really hit it big with the Corporate market. When you look at the St. Ides roster, 2/3 of the artists are L.A. Rappers and DJs. So-called L.A. Gangsta Rap was beginning its ascent, perhaps because in the West the climate is more acceptable for all year round street drinking. King Tee was one of the pioneers of Hooptie Rap, the Low Rider Car Culture cross-over, originally a Latin scene, to include the African American community . DJ Pooh was his DJ at the time, even though he is a legend as a DJ, but he became a big player in the Production side of the West Coast Hip-Hop scene as well. He featured as comedy relief in many early 90’s Rap videos like „The Mack“ in Ice Cube’s Who’s The Mack.
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