1. Product Placement
of Luxury Brands
in Music Lyrics

2. American Brandstand
Agenda Inc. - brand strategy agency
Research project – American Brandstand
Since 2003 American Brandstand has been
reporting on the brands that appear in the lyrics
of the top 20 songs from the Billboard chart.

3. The most mentioned 10 brands of
2005
All the information is taken from www.agendainc.com
7 from 10 belong to luxury segment

4. TOP 5 BRAND-DROPPING ARTISTS OF 2005
All belong to hip-hop genre
All the information is taken from www.agendainc.com

5. Obviously…
• The most mentioned in songs’ lyrics brands
are from luxury segment
• The most involved in luxury product
placement artists are hip-hop stars
Luxury + hip-hop = product placement

6. Reasons
• Growing popularity of hip-hop during the period or
research. By 2005 hip-hop became mainstream
which means that it has a very large and wide
audience.
• Hip-hop is rapidly becoming an identity of youth
culture throughout the world.
• Some rock groups are also on the top of charts, but
rockers mock at mercantilism and consumerism. In
general, they are not eager to glorify luxury.

7. Reasons
• On the contrary, status consumption of luxury has always
been a part of hip-hop culture and encouraged by hip-hop
stars.
• Rock and pop artists sing about love and
betrayal, happiness and sorrow, the lyrics of there songs
are not close to the actual everyday life.
• Hip-hopers are much more close to the today’s life of their
audience. They live in the same streets, wear the same
clothes, drink the same beverages and demonstrate it
actively. Their influence on consumption is the most
powerful one.

8. Some funny rhymes…
“Just because you drive a Benz
I'm not goin’ home with you.
You won't get no nookie or the cookies
I'm no rookie.”
Goodies, Ciara ft. Petey Pablo

9. Some funny rhymes…
“So, so, come on, come on.
Don’t get swung on, swung on.
It's the knick-knack-patty-whack still riding Cadillacs.
Family off the streets, made my homies put the baggies
back.”
Get Back, Ludacris

10. Some funny rhymes…
“Homie you can catch me swoopin’
Bentley coupe and switchin lanes.
U see me rollin, you know I'm holdin,
I'm about my paper, yeah.
Nigga I'm serious, I ain't playin',
I'm embeded in ya brain, I'm off the
chain.”
Disco Inferno, 50 Cent

11. Some funny rhymes…
“The Phantom, exterior like fish eggs
The interior like suicide wrist red
I can exercise you, this can be your phys. ed.
Cheat on your man, ma, that's how you get
ahizzead”
Drop It Like It’s Hot, Snoop Dogg ft.
Pharrell

12. Some funny rhymes…
“Listen pimpin' I ain't new to this, I'm true to this.
Pay attention boy, I teach how to do this shit.
You mix a lil' Cris with a little Dom Pérignon.
And a lil' Hennessy, you know we 'finna carry on.”
Disco Inferno, 50 Cent

13. Some funny rhymes…
“I’m so used to your Prada
Taking trips to Houston its hotta
Throwing that Al Green ‘n’ using that Impala
Lay my jewels on my collar.”
Karma, Lloyd Banks featuring Avant

14. Some funny rhymes…
“Met her at a beauty salon
With a baby Louis Vuitton
Under her underarm”
Gold Digger, Kanye West ft. Jamie Foxx