Keeping Up With The Carters

Keeping Up With The Carters Hip Hop and the Effect on Luxury Brands @AmandaKRue July 9, 2014 Image source: ClashMusic.com Image source: atlantablackstar.com

"Black people are allowed to wear big chains and say out loud what stuff costs.” - Kanye West, at Cannes, June 17, 2014 Image source: http://www.sfexaminer.com/sanfrancisco/ImageArchives?oid=2824091

Image source: bangkokdjs.com

IT HAS INFORMED POPULAR CULTURE FOR THE LAST 40 YEARS Image source: voicesofafrica.co.za

FROM FASHION & STYLE Image source: styleblazer.com

TO CULTURE & BELIEFS Image source: http://www.flickr.com/photos/kaiser_t/3843225203/

AND EVEN HOW TO DANCE Image source: http://www.flickr.com/photos/37408217@N08/8338413976

HIP-HOP CULTURE IS POPULAR CULTURE Image source: http://www.flickr.com/photos/36522892@N05/4730801362/">TupacAmaruShakur

HIP-HOP HAS ADOPTED LUXURY BRANDS FOR YEARS Image source: http://www.therichest.com/expensive-lifestyle/entertainment/the-top-5-jewelers-for-the-richest-hip-hop-stars/

1993 “Buying new gear, nothin’ but the best/Forget Levi’s, strictly Polo and Guess.” — Mobb Deep, “Peer Pressure” Key Brands Ralph Lauren Tommy Hilfiger Guess “I put hoes in N.Y. onto DKNY/ Miami, D.C. prefer Versace/All Philly hoes go with Moschino/ Every cutie wit a booty bought a Coogi.” —Notorious B.I.G., “Hypnotize” 1997 Key Brands Versace Phat Farm Rocawear 2010 LuxuryCulturalAspirational, but Achievable “Red bottoms by the barrel/ Pop the Giuseppe tags like it’s American Apparel/$20,000 up in Barneys, haters’ll never harm me/Rick Owens on me, bombers for my whole army.” —Rick Ross, “Super High” Key Brands Hermes Barney’s Maybach Ultra-Lux “I see your Jil Sander, Oliver Peoples/Costume National, your Ann Demeulemeester/ See Visvim be the sneaker, Lanvin or Balmain.” —A$AP Rocky, “Fashion Killa” 2013 Key Brands Gucci Lanvin Tom Ford

“NATIVE” ADVERTISING AT ITS FINEST Image source: https://www.flickr.com/photos/9190877@N07/3635344238/

Image source: http://www.newrockstarphilosophy.com/wp-content/uploads/2011/10/Rick-Ross.jpg WHAT HAPPENS WHEN HIP-HOP EMBRACES A LUXURY BRAND?

DEPENDS ON WHO IT IS… Image source: http://www.stereogum.com/1184942/lil-wayne-hospitalized-after-in-flight-seizure/news/ Image source: http://www.factmag.com/2013/07/15/jay-z-rome-fortune-randomer-and-the-return-of-snoop-dogg-reviewed-in-the-fact-singles-club-july-15-2013/2/

Image source: http://www.musicboxmix.net/listen-jay-z-tom-ford-electro-trap-remix/

Source:: http://www.latimes.com/fashion/alltherage/la-ar-yahoo-searches-tom-ford-spike-is-jay-z-the-reason-20130808-story.html ONLINE SEARCHES FOR “TOM FORD” INCREASED 155%

RICK ROSS AND MAYBACH Image source: http://www.therichest.com/business/companies-business/the-best-rapper-owned-companies-around/3/

Daimler-Benz resurrected the brand in 1997. In 2003 Jay-Z name- dropped Mayback on “Lucifer,” from The Black Album. ! What followed was a hip-hop love affair with the brand, and Rick Ross naming his label Maybach Music Group in 2009. While rappers embraced the brand, the brand struggled and ended production in 2012. Image source: http://www.yeniarabaresimleri.com/maybach-resimleri.html

THE CRISTAL EFFECT Image source: http://www.winelah.com.sg/

When asked whether Cristal’s association with “bling lifestyle” might tarnish the brand, the managing director replied… Source: http://www.economist.com/node/6905921

“That’s a good question, but what can we do? We can’t forbid people from buying it. I’m sure Dom Perignon or Krug would be delighted to have their business.” - Frederic Rouzaud, Managing Director of Cristal Source: http://www.economist.com/node/6905921

Source: http://www.economist.com/node/6905921 From that point on, brand advocate, Jay-Z, boycotted Cristal and launched an endorsement deal with Armand de Brignac. Image source: http://www.fashionablypetite.com/2010/04/armand-de-brignac-champagne-taste-of.html

HIP-HOP MENTIONS

GOOGLE SEARCH HISTORY Source: http://www.google.com/trends/explore#q=cristal%20champagne&geo=US&cmpt=q Cristal Champagne

WHILE WE CAN’T DIRECTLY LINK THESE PHENOMENA, THERE IS A CLEAR CORRELATION Image source: http://pt.forwallpaper.com/wallpaper/leather-black-cracked-background-texture-116852.html

HIP-HOP IS ATTRACTED TO THE BRAND FOR THE SAME REASONS AS OTHER LUXURY CONSUMERS Image source: http://bbafrica.tv/1/p-diddy-coming-to-uganda/

RARITY EXCLUSIVITY SPECIALNESS Image source: http://www.popsugar.com/Pictures-Kayne-West-Jay-Z-Rocawear-Event-Held-Gansevoort-Hotel-NYC-2010-09-16-170000-11036772

IT SAYS THAT “I’VE MADE IT” Image source: http://www.punmiris.com/parfem/Sean-John/I-Am-King-4349.html

BUT THIS CAN SCARE THE MARKETING DEPARTMENT Image source: https://www.flickr.com/photos/31619693@N08/13225130785/

OFTEN, HIP-HOP CULTURE IS IN DIRECT COMPETITION TO THE BRAND VALUES THEY HOPE TO CONVEY

FLASHY HIGHLY ASPIRATIONAL BOISTEROUS OSTENTATIOUS “BLING” PERFECTION CRAFTSMANSHIP EXCELLENCE CLASS PRECISION

IGNORING THIS CULTURAL CLASH OR ACTIVELY SPEAKING OUT AGAINST IT WILL HURT THE BRAND Image source: http://www.yorokobu.es/wp-content/uploads/rapero.jpg

THE DRIVING FEAR: LOSS OF CONTROL Image source: http://www.superbwallpapers.com/music/i-am-hip-hop-29686/

IN THIS DIGITAL WORLD, EVERYBODY HAS A VOICE Image source: http://4.bp.blogspot.com/-1C4sx2uLgGc/TX-wkGAulzI/AAAAAAAAAOk/ap9c9OxqCBk/s1600/microphone_faji.jpg

Rolex vs. Rollie This can change how people talk about your brand

THE FRAGMENTED AND DISPARATE ENVIRONMENT MAKES IT EVEN MORE DIFFICULT TO PROTECT THE BRAND VALUES Image source: http://look-wassupman.blogspot.com/2011/06/style-icon-wiz-khalifa.html

WHAT’S A BRAND TO DO? Image source: http://wallpaperswide.com/light_background-wallpapers.html

1. STAY TRUE TO BRAND VALUES It’s what attracted hip-hop in the first place Image source: http://awake-smile.blogspot.com/2010/11/louis-vuitton-resort-2011-anne.html#.U5odzJRdV4U

“The edginess, the over-the-top creativity, and bad-ass factor is what made Versace so attractive to artists.” Misa Hylton Image source http://www.bestvideorap.com/international-videos/migos-versace-hd-1080p-x264-2013/

Hip-hop and Versace have a long love affair. As an unofficial sponsor for the brand, Tupac built a close friendship with Gianni and Donatella Versace. As a result, he enjoyed custom clothing, exclusive show invites and even a turn as a model in Versace’s Fall/Winter 1996 show in Milan. ! Honoring brand values through the growth of hip-hop ensure Versace maintains loyalty among hip-hop fans, and non fans alike. Image source: http://www.stylecaster.com/rapper-fashion-designer-duo-tupac-gianni-versace/

2. EMBRACE CULTURE Brands that succeed embrace culture, not shy away from it Image source: http://alfitude.com/tag/azealia-banks/

Alexander Wang partnered with Azealia Banks in 2012 for his Fall T campaign. This is a common theme for Wang as he has previously partnered with musicians. Prior campaigns feature Santigold, Spank Rock and Die Antwoord. ! Partnering with these musicians demonstrates an intrinsic and authentic association with popular culture.

Image source: http://www.flickr.com/photos/84856173@N00/6418073321 3. DEVELOP STRATEGIC RELATIONSHIPS THAT SUPPORT BRAND VALUES

In 2013, Hublot announced a five-year collaboration with known watch collector, Shawn “Jay-Z” Carter. As a result, Hublot is launching a new product line that is heavily influenced by Jay-Z himself. The collaboration will evolve to include more complicated pieces. ! This partnership, filled with integrity and class, supports brand values while continuing to reach a shared audience of young affluents. Image source: http://watchesinmovies.info/tag/hublot/

@Carrot @AmandaKRue In love and hip-hop,

Sources and Additional Information ! http://www.brandchannel.com/home/post/2010/11/25/Brand-Jay-Z.aspx http://www.complex.com/style/2013/05/a-history-of-versace-in-hip-hop/ http://www.complex.com/style/2012/08/the-most-important-fashion-labels-in-hip-hop-right-now/related http://www.complex.com/rides/2012/08/why-hip-hop-couldnt-save-maybach http://www.forbes.com/sites/arieladams/2013/10/02/jay-z-partners-with-hublot-for-shawn-carter-wrist-watch/ http://www.forbes.com/sites/lauriekahle/2013/11/29/shawn-jay-z-carter-and-hublot-release-limited-edition-watches-with-a- new-york-holidays-debut-at-barneys-new-york/ http://hyuninc.com/post/4030902219/banned-jay-z-ace-of-spades-article http://www.lauryndoll.com/hip-hop-influence-on-fashion-killing-affluent-luxury-brands/ http://www.luxurydaily.com/hennessy-refreshes-wild-rabbit-campaign-with-hip-hop-icon/ http://luxurystudies.blogspot.com/2011/02/hip-hop-and-fashion-dress-for-excess.html http://rapgenius.com/ http://www.vibe.com/article/opinion-high-fashion-hip-hop-good-culture http://websmithblog.com/post/27751542899/hip-hops-waning-influence-on-luxury-brands

Keeping Up With The Carters

Carrot Creative

Keeping Up With The Carters