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St. Ides Perfected the Hip-Hop Ad...Straight up.

The most authentic urban ads in the history of the game, all come from alcohol companies. This saddens me greatly, because, I've always felt that many of these companies used their accurate knowledge of Hip-Hop and urban subculture to target underage kids. This is not something that you can prove, but, its hard not to believe that is the case.

The truth is, whoever created these campaigns knew what they were doing. When these ads first hit, I was in love with them and tried to tape as many as I could of the air. These ads did not FEEL LIKE ADS. They felt like rap songs. Any brand that can master that, has a winning campaign.

The bottom line is that Puffy and Ciroc Vodka could have never happened, Jay and Armand de Brignac would have never existed without St. Ides paving the way. These are just a few of the ads St. Ides have made. They've made many more than I can list but some of them include Tupac, Snoop Dogg, Geto Boys and many others. St. Ides also got major shouts out on Ice Cubes Death Certificate album. Check some of them out now.

Ice Cube (this one got St. Ides sued by other malt liquor companies'cause cube said the beverage could make your "jimmy bigger"):

King Tee (classic old school LA rapper who known for being a drinker) :

Wu-Tang Clan (they stay with street level MC's with mass appeal):


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Great moments in urban branding: Tupac Shakur

Now it's all about Versace,You copied my style/Five shots couldn't drop me, I took it and smiled.- Tupac, "Hit Em Up"

 I didn't call Versace he called me to come to his show and to wear his close and to "Please wear my shoes!" Please wear my shit you are the image of Versace.- Tupac Shakur interview

Speaking of Cognac: T.I. named global spokesman for Remy Martin

Just in from:
 Rapper T.I. is jumping in to the liquor business after striking a deal with Remy Martin.

The rapper appeared on Atlanta’s V-103 during Ryan Cameron show and revealed he had just returned from France, where he entered into a deal as the spokesman for Remy Martin.

“I’m now the official endorser and global spokesman for Remy Martin cognac,” T.I. said on the radio and labeled the experience “mind blowing.”

T.I. was on the air promoting his upcoming movie Takers, which also stars Chris Brown, Idris Elba, Michael Ealy and others. The rapper also revealed he is in talks to star in the follow up to the hit movie ATL. T.I.’s upcoming album King Uncaged is due in stores August 17th.


Wow! We were just talking about the impact of rap on the cognac industry. I guess its still going strong. Rappers + alcohol brands have almost always added up to big dollars.

-Beyond Urban Branding

Great Moments in Urban Branding: Notorious B.I.G

I miss B.I.G., I miss the Twin Towers....

So, what's it gonna be? him or me?
We can cruise the world with pearls, gator boots for girls
The envy of all women, crush linen
Cartier wrist-wear with diamonds in em
-Biggie Smalls, One More Chance