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Subject: "RE: 'artist' is different to 'advertiser'" This topic is locked.
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moot_point
Member since Mar 22nd 2005
3842 posts
Tue Mar-29-05 05:02 PM

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29. "RE: 'artist' is different to 'advertiser'"
In response to In response to 18


          

The interesting thing is that the most successful advertising and branding agencies got wise the primary/secondary signification paradigm (to which I alluded earlier) some time ago. The most valuable commodity to the biggest companies now is not their product, but their brand. In some sense the product is incidental to the brand, which accounts for the proliferation of ads that don’t even show the product they wish to sell. In effect, the brand constitutes the very essence of secondary/connoted signification. It sells - not useful products - but dreams and aspirations, which the target consumer associates with. Once you capture the consumer’s imagination, any number of products can then be attached to the brand.

So what is the relevance? Well, isn’t there an affinity between brands such as Nike and Disney and brands such as P. Diddy or Jay-Z? Both P.Piddy and Jay-Z are established brands, who sell a hugely eclectic range of products. Jay-Z even acknowledges this on the BluePrint;

‘If somebody would have told him that, ho would sell clothing?
Not in this lifetime, wasn’t in his lifeline
That’s another difference that’s between me and them,
I smartened up, opened the market up’

But capturing the imagination the demographic is no mean feat for some branders. And of late, Mcdonalds has been struggling for credibility. It’s sometimes easier to cut and paste the credibility of another ‘brand’ and incorporate it into your own message. Enter McRap. I don’t think anybody will disagree that from the perspective of popular culture, black is cool. When the bigwigs at Hilfiger realised that blacks were stealing their clothing, they were astute enough to turn a blind eye to it. As Hilfiger suddenly became ‘street’ the white middle classes started having wet dreams for Hilfiger merchandise: a license to print money.

Branders see rappers as cool. The problem arises herein; the more a global such as McDonalds to cut and paste their street credibility in order to sell burgers, the greater the void is left, where said rapper’s credibility used to be. He sells out and ultimately we are left with a minority of rich rappers, a mass of fat kids and an impotent artform.


  

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McRap; the further corporatization of hip-hop. [View all] , tohunga, Tue Mar-29-05 06:08 AM
 
Subject Author Message Date ID
RE: McRap; the further corporatization of hip-hop.
Mar 29th 2005
1
well, you can be arrested for violence
Mar 29th 2005
2
      RE: well, you can be arrested for violence
Mar 29th 2005
3
           yeah, excellent book
Mar 29th 2005
4
                We used to watch Channel 1
Mar 29th 2005
32
It's this greed, the want of these material objects that
Mar 29th 2005
5
RE: It's this greed, the want of these material objects that
Mar 29th 2005
6
      i'd call it more like the "pro-society" sense
Mar 29th 2005
7
      not so much as anti-capitalist as pro life.
Mar 29th 2005
8
           RE: not so much as anti-capitalist as pro life.
Mar 29th 2005
10
Isn't materialism at the root of violence?
Mar 29th 2005
9
RE: Isn't materialism at the root of violence?
Mar 29th 2005
11
      RE: Isn't materialism at the root of violence?
Mar 29th 2005
12
      RE: Isn't materialism at the root of violence?
Mar 29th 2005
15
           Bear v Shark
Mar 29th 2005
25
                RE: Bear v Shark
Mar 29th 2005
26
                     RE: Bear v Shark
Mar 29th 2005
30
                          RE: Bear v Shark
Mar 29th 2005
35
                               RE: Bear v Shark
Mar 29th 2005
36
                                    RE: Bear v Shark
Mar 29th 2005
38
                                    RE: Bear v Shark
Mar 30th 2005
43
                                         RE: Bear v Shark
Mar 30th 2005
44
                                         RE: Bear v Shark
Mar 30th 2005
46
      RE: Isn't materialism at the root of violence?
Mar 29th 2005
13
           New Ager on Board
Mar 29th 2005
16
           RE: New Ager on Board
Mar 31st 2005
47
                I am not arguing with you
Mar 31st 2005
48
           RE: Isn't materialism at the root of violence?
Mar 29th 2005
28
what about young artists?
Mar 29th 2005
14
RE: what about young artists?
Mar 29th 2005
17
your argument would be valid
Mar 29th 2005
21
      Jesse Jackson's actions don't mean spit to me...
Mar 29th 2005
23
'artist' is different to 'advertiser'
Mar 29th 2005
18
      RE: 'artist' is different to 'advertiser'
Mar 29th 2005
22
      no, it's nothing to do with McD's, per se
Mar 29th 2005
24
      There is a difference between an artist and an entertainer.
Mar 29th 2005
27
      The "I'm a Hustla" routine is the fad right now
Mar 29th 2005
33
     
We corporatize everything
Mar 29th 2005
19
Very much agreed! FINALLY!
Mar 29th 2005
20
RE: McRap; the further corporatization of hip-hop.
Mar 29th 2005
31
what impact do you feel this would have? n/m
Mar 29th 2005
34
RE: what impact do you feel this would have? n/m
Mar 29th 2005
40
      Good
Mar 29th 2005
41
RE: McRap; the further corporatization of hip-hop.
Mar 29th 2005
37
Hit 'em in the pockets
Mar 29th 2005
39
another article on it
Mar 29th 2005
42
+ some more shite marketing stuff.
Mar 30th 2005
45

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