Media moguls' dream: realizing the retail value of rap

By Mayra Zapien

"Cadillac grills-Cadillac mills," raps popular southern rapper Ludacris. Along with Cristal, Chanel pearls and Cadillac Escalades, rappers rap about what they wear, drive and drink. Inevitably, their fresh style appeals to everyone: rich or poor; black, white, Hispanic or Asian. They cause a lot of us to want what they have.

According to Automotive News, since Cadillac Escalades have been appearing in music videos their sales have gone up 84 percent. The sales of the European Cognac Courvoisier have increased drastically in the United States since Busta Rhymes' "Pass the Courvoisier" was released. No agreement exists between the manufacturers and the rappers. It is just free advertising.

A lot of this "advertising" happens in music videos. Anyone who has watched MTV lately knows that most Hip Hop music videos look like commercial. They focus on the luxury items that appear in the videos. They have close up camera shots of designer labels and show off their cars in slow motion.

Rappers give products sex appeal. What guy wouldn't want to have a Cadillac Escalade filled with girls? What girl wouldn't want to look as sexy in a track suit as J.Lo does along side Ja Rule in her "I'm Real" video?

Many Hip Hop artists have picked up on their potential influence and have decided to make money for themselves, hence Jay-Z's Roca Wear, P. Diddy's Sean John, Eminem's Shady Limited and more. These items are flying off the racks in departments stores everywhere. CDs are no longer the only product you can buy from your favorite rapper anymore.

Most Hip Hop artists go from rags to riches. The fact that they can now buy themselves anything, no matter the cost, says to them "I've made it." Therefore, some of the influence they have on young is through this example of dream fulfillment. People are heavily influenced by sex, but admiration and appreciation do play a role in Hip Hop's significance.

û Mayra Zapien is a freshman.