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When Rap Rebuilt an Industry: Pass the Courvoisier

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Some of you may too busy to understand the financial impact of Hip-Hop. But this one song validates any discussion on the economic power of rap. The Cognac industry was dying out. It was almost entirely done. Until Busta Rhymes dropped this jam right here.

The big question: Why didn't these guys call Courvoiser and cut an equity deal BEFORE they dropped the song? The world may never know. But I don't think Diddy and Ciroc would have ever happened if he had not missed the opportunity to maximize with Courvoiser.

LISTEN TO THE DISCUSSION BELOW:

The song changed all that, according to Courvoisier's marketing manager, Jennifer Szersnovicz.
"Well, it was huge for the brand," she says. "Because it went on all the big hit lists. And the truth of the matter is that it really showed us what the importance of what having that particular status in the African-American market was all about."

NPR News on how one rap song changed Cognac industry

PS. If you dont understand where the clip of Busta and Monique comes from an Eddie Murphy movie called Harlem Knights. Black parents were not feeling it. But Black kids from that generation loved it! 

-Beyond Urban Branding
beyondurban@gmail.com
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